Partnerships

Lionsgate - Hacksaw Ridge

For the release of Hacksaw Ridge, Story Studio team up with The Independent to promote the film through an interactive parallax site. 

Brand: Lionsgate

Platform: Digital

Date: January 2017

Summary:

  • Activity included an interactive parallax site on The Independent website that had an animated infographic sequence, a timeline of key events in the 'Pacific Theatre', perspectives on conscientious objectors, a who's who element where readers got to know the characters and the cinematic trailer
  • The interactive site also promoted a poll and prize draw to win Picture House Central Memberships
  • The campaign included the chance to win tickets to screenings - one of which included a Q&A with Andrew Garfield, the lead actor

Results:

  • The campaign had a genuine impact on perceptions of the film, as the results of ESI's consumer research demonstrates...
    • 62% of people were interested in the parallax website content and 69% of those who use Independent.co.uk were interested
    • 32% said the association with Independent.co.uk made them think it must be a quality film. This was 51% among regular Independent.co.uk users. It was 21% among those who said the initial ad and the screening hadn't interested them
    • Half those interviewed said they'd welcome being able to read about other new films in the same way
  • Over the two weeks, the campaign had exposure to over 10 million readers  
  • 100,000 unique users in 5 days spent over 3 minutes reading the content and were twice as likely to watch the film as a result of reading the parallax

Charlie Edelman, director of Story Studio, said: "Creativity and innovation is at the heart of what Story Studio offers to clients, and this campaign with Lionsgate is a perfect demonstration of that. Parallax as a platform gave us the opportunity to take the reader on a journey through the context of Hacksaw Ridge and World War II in a truly engaging way. This is the kind of creative, authentic offering that we believe is needed to truly engage our influential audiences, allowing clients to take advantage of our powerful media portfolio."

21/02/17

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