FILM & TELEVISION ENTERTAINMENT / FOX SEARCHLIGHT PICTURES

TUGGING AT THE HEARTSTRINGS ON A SHOESTRING

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The Brief

Fox Searchlight Pictures were after a campaign for the film Brooklyn that avoided all the ‘Hollywood clichés’ usually associated with promoting romantic dramas.


In fact, the central idea for the campaign had to be rooted in content that was relatable and realistic to the audience. So, the real challenge here was to maintain a consistent strategy across Fox’s social platforms in Spain, France and Italy, whilst sticking to a universal timeline leading up to the film’s European release.

Social media-activated promotion for Fox Searchlight Pictures'

The first part of the campaign featured a photographic competition on various social platforms.

In order to win, participants had to submit images portraying the romantic qualities they’d choose over everything else in the pursuit of true love.

A collage of images of a man and a woman on a white background.

The second part of the campaign, extended the idea of personal choice onto Twitter – where we polled audiences about the choices they’d make for love.


Not only were each of the questions provocative and emotionally charged, but we also published the results in the form of Brooklyn-inspired infographics.

A row of cell phones with a picture of a woman on the screen.
A tablet with a website on it is sitting on a table.

Given the modest budget, the campaign was restricted to one week’s worth of activity. Despite such a short run, we still managed to garner some very good-looking results!

152,000

impressions


2,670

items of user-generated content


7.2%

average daily engagement rate

A fleeting moment that left quite an impression

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