Cannes Lions

STREET ART TO STREET SMART: CHAPPIE

OMD INTERNATIONAL, London / SONY / 2015

Film
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Execution

The result was… it was BIGGER THAN SPIDER-MAN! We delivered more live-streams than the PREMIERE of an established, decades-old franchise, reaching over 200k people across TWITCH.

By turning those views into social conversation, we reached 27 MILLION users online – equating to a huge 50% of our target audience in our target markets.

By producing a dedicated #CHAPPiEMOVIE for the campaign, it meant we were able to keep the conversation in on place. Through the use of our social listening capabilities, we recorded an astonishing 756% increase in the use of #CHAPPiEMOVIE week on week in the lead up to and post event.

And from all of this social conversation we were able to deliver an ass-kicking 200% ROI on their media investment, putting $2 MILLION back into the box office - making our clients very happy CHAPPiES!

Outcome

Through meticulous social listening, we were able to react in the moment, tailoring the content viewed by our audience based on what they wanted to see in real-time.

If one influencer proved to be more engaging than another, we had the ability to manipulate the content the audience saw by giving them more or less air time on the Twitch live stream.

Alongside manipulating the event itself based on audience opinion, we were able to enhance and drive the awareness of our campaign.

We did this by monitoring the popularity and engagement rates of all of our influencer posts across Facebook, Instagram and Twitter. Our team of Search and Social specialists were on hand to put paid media support behind certain tweets that were encouraging engagements and driving awareness across all 12 of our target markets. This meant that our best performing tweets across all markets were promoted. And the result…We dominated social.

This data and use of social listening specialism powered not only tailored the event for our audience, but it ensured the power of the campaign lived on across all of our key markets.

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