Altitude

 

Design, Experiential, Content & Publicity.

Driving anticipation and awareness for the UK theatrical release of Blue Jean.

WHY

Our brief from Altitude was to deliver an activation (or activations) that engaged and resonates with the target audience, driving anticipation and awareness for the theatrical release and ideally word-of-mouth via talker screenings or preview events.

The impact of the activity should be in generating a significant moment for Blue Jean among younger cinema-goers, and ensuring it resonates as a key release in the British film calendar for Q4.

WHAT

Our solution was collaborate with MASSIVE to amplify Blue Jean to young audiences across the UK, generating awareness for the film ahead of release and driving audiences to two special preview screenings in London and Manchester.

We also engaged fashion brand SCRT as a promotional partner and influencer for their unique style and relevant audience, following our recent successful project for MUBI / Aftersun.

This time SCRT produced a limited run of Blue Jean t-shirts available for competitions, gifting and to buy via the SCRT store. They also hosted an exclusive preview screening at Genesis Cinema. The t-shirt was sent to cast and crew, competition winners and screening guests.

In addition to this we brought in illustrator and queer creative BEEILLUSTRATES (@beeillustrates) on a supporting piece of artwork to the film, diving into more detail on Section 28. 

They attended a screening of the film in London, on the back of which they created a series of illustrations explaining Section 28 to their audience. It was posted to their feed extending the reach of the film to their audience of over 58k followers.

Key elements included :

  • MASSIVE endorsement and support of the release.

  • Co-branded #MASSIVExBlueJean asset suite.

  • Full organic marketing takeover of social media, email and website.

  • MASSIVE #FilmOfTheWeek for week of release.

  • Multi-channel media spend – targeted at 18-30s driving to box office.

  • Storyboard feature and The Watch List.

  • SCRT T-Shirt and Preview Screening Partnership.

  • Creator marketing collaborations.

  • Audience survey & post-campaign analysis.

IMPACT 

  • Organic Social REACH: 70.7K

  • Organic Social IMPRESSIONS: 81.9k

  • Paid Social REACH: 1.12M

  • Paid Social IMPRESSIONS: 3.26M

 
elevenfiftyfive