How does a new film attract the attention of moviegoers when it's competing with a franchise that garnered more than one BILLION dollars at the box office? Lionsgate Films had to contend with just
that when they released their murder mystery "Knives Out" on the same Thanksgiving weekend as "Frozen 2". Not only that, they're also both family-friendly films competing for much of the same
audience. Their solution? A "gamified transmedia" experience. In partnership with AvatarLabs, Lionsgate created puzzles for fans to solve using the "Knives Out" marketing materials; including its
trailer, posters and red carpet events. Each puzzle was coordinated with the film's paid creative, where participants could find clues to the mysteries. Each solved mystery earned entry into the
$250,000 grand prize sweepstakes. To kick off the promotion they scripted a custom shot trailer with talent, created an Instagram story and launched an interactive campaign hub that drove fans to
every element of the larger marketing campaign. For maximum impact, they ran instant-win prizes to further incentivize people to enter. They offered an array of puzzles and difficulty levels to
engage with a broader audience through a variety of touch points and platforms, while also leveraging publicity opportunities for cast participation.
"Rely on your loyalty partner to really give you suggestions. Ask them what you should be doing that you're not doing; they're great resource." Their partner was Punchh.
Travis McCan, email strategist for The Salvation Army account, says DEG learned how different audience segments engage with the brand. "We were able to see how much they gave, the frequency, and
differences from other groups."
The contest was built into interactive digital display that allowed users to browse through tools and storage, place their most coveted products inside the garage, and enter to win-all without leaving
the ad unit.
People were invited to use emojis on Twitter to pair the chili emoji with an emoji representing all 57 Super Bowl advertising brands -- putting that s#!t on everything -- with #FranksSweepstakes.
Sometimes bigger is not better, especially when making smarter use of social amplification. For its Tiny Desk Contest, a small cadre of content creators was recruited to drive views and engagement for
the NPR Music project on behalf of a major corporate sponsor. NPR's VP of Sponsorship Marketing, Lamar Johnson, explores the ROI for this use of content creators vs. paid amplification and the tactics
for sponsor integration and amplification that helped the program perform far beyond projections.