Initiative
Lionsgate, "Kick-Ass" ENTERTAINMENT: MOVIES
In much the same way the Kick-Ass film showcased an onslaught of
ceaseless ultra-violence, Initiative's campaign hit viewers in all kinds of online arenas: partnering with Pandora to create custom radio stations aligned with each of the films characters; sponsoring
VEVO's Lady Gaga/Beyonce "Telephone" music video premiere (dubbed "The Most Important Video of 2010"); using Demand It to have campuses vote to win a free screening of the film; and way, way more. It
all added up to Kick-Ass opening at #1, with the campaign reaching 45 million unique users, for a total of 151 million video views.