Рейтинги и обзоры
digital-рынка

Предиктивный СММ, или Когда лучше быть вторым. Продвижение фильма «Красный воробей»

Заказчик: 20 Century FOX
Исполнитель: Pichesky
Предиктивный СММ, или Когда лучше быть вторым. Продвижение фильма «Красный воробей»

Описание

Creation of provocative and viral content based on SML.

Текущая доступность работы

https://drive.google.com/drive/u/0/folders/1SR7iSM6DuuumKxVm4qpH66cY6BwABvpD

Поставленная задача и ее решение

Goal:
Take a share of digital shelves of video-on-demand services.

Campaign Idea:
Creation of local content based on SML.
RED SPARROW – spy thriller based on the US & Russia relationship
The film was promoted as an action spy movie in the us
For Russia, it was another film about the country, stuffed with stamps & stereotypical “cranberry*” characters.

Solution:
Use “cranberry” as the catalyst for provocative and viral content.
Example: adaptation of the official global trailer to the Russian reality. Giveaways of USSR-style posters.


*Russian idiom which is very often used to describe those books, movies, and so on where there are lots of unrealistic details, ridiculous historical mistakes & other nonsense.

Скриншоты

Достигнутые цели и KPI по итогам запуска

We exceeded a steadily increasing sales plan of digital copies by at least 10% every week, though the movie showed low box office earnings.
Бронза
• Лучшее управление комьюнити
Tagline Awards 2018

Дата запуска

17 июля 2018 года

Авторы

Eugenia Petrova - Head of Digital Marketing 20 Century FOX HE
Irina Girba — Senior Account Manager
Matvey Lebedev — Creative Group Head
Denis Zakharov — Senior Creator
Olga Voloshina — Account Manager
Yana Azrapkina — Media Manager
Evgeniy Tihomirov — SM Manager
Valeriya Moiseenko — Designer
Anna Zharova — Strategist

Номинации

Social Media
Social Media → Ведение страниц и групп
Social Media → Комьюнити-менеджмент