CASE STUDY: Engaging online content to promote 1D Movie
Provided by SuperAwesome
SuperAwesome create engaging online content to target young female fans of 1D and promote release of their new movie This is Us
What was the Challenge / Background of the Campaign?
To promote the launch of the 1D Movie 'This is Us', SuperAwesome were tasked with creating engaging online content to target young female fans of the popular group. SuperAwesome created multi-platform campaign across its network of sites.
What was the Campaign Objective?
The objectives of the campaign were to engage with 1D fans in the approach to the launch of the movie 'This is Us'.
What was the Solution?
SuperAwesome created microsites that were placed on Swapit and Pop Girl so the target audience could engage with 1D movie branded content. The campaign mechanics for Swapit were a design competition where kids could draw their own outfit for the 1D boys for the premiere; a treasure hunt to find the 1D boys across the site and a 1D auction frenzy. The campaign mechanics on Pop Girl included a 30" TV web promo encouraging girls to take part in the online competition, an 1D competition and a matcher game to find user's perfect 1D boyfriend.
What were the Results?
The campaign was a huge success in engaging the target audience with 1D content. Please contact the SuperAwesome team for details of click throughs and competition entries.
What were the Key Learnings of this Campaign?
The campaign was also placed across the SuperAwesome kids network to widen the reach of the campaign via banners and pre-roll. We ran on 12 kids sites in the UK using web, video and sponsorship to engage with the target audience.