How do you create engagement with the new generation of film goes before a films release?
We were charged with the creation and development of a mobile application to perform as a promotional tool for the Stone Roses film release of ‘Spike Island’.
Our response was to develop an mobile application named ‘Dance Like A Manc’. The concept would centre around the style of dancing associated with the 90‘s Madchester scene.
The concept was to incorporate a competition game mechanic which would encourage user generated content to be contributed to the application, which was in keeping with the topic of the film and most importantly, be an application that people wanted to take part in, and share with their friends to form a viral loop which would in turn spread the word of mouth about the film amongst social media networks.
Social media advertising has become a very important channel to promote a film alongside traditional advertising, especially if we talk about independent films.
Spike Island saw a 50% increase in viral impressions compared to previous independent films of the same marketing budget.