Media for this campaign came in two forms: invitations to dedicate a frame on our site, and the frames themselves, acting as invitations to view ‘Blank’.

Before going live, we shared the idea at a private screening, where everyone received a printed frame. On 2/10, we launched a paid digital, PR, and social effort aimed at Disney fans and film press. The first 10,000 visitors could also send a limited edition printed frame of ‘Blank’.

The week-long campaign culminated on Valentine’s Day, when we invited everyone to the site with a simple link on google.com.

In one week, we had 1.5 million visitors to the site who dedicated over 100,000 frames of ‘Blank’ to their friends and loved ones.

This catapulted Disney ‘Blank’ to the top of the Play Movie charts, going on to become the most downloaded film ever on the Play store, with well over 1 million downloads. Of those who came into the Play store to view ‘Blank’, 1 in 5 had never been there before. And of those new visitors, 1 in 10 went on to view or buy something else within Play.