The task at hand was to launch the newest movie channel on the block - &flix.
The channel boasts of a line-up of smash-hit Hollywood movies and premieres,
with its brand proposition – Leap Forth.
The aim was to make the launch larger than life, and give the audience
a true sense of what it means to #LeapForth beyond the ordinary.
We brought Spider-Man home, right to the heart of Mumbai city - but with a fun twist. We told people that Spider-Man was about reveal something big, and only they had the power to make it happen.
With a Twitter-powered digital billboard, that allowed fans to power Spider-Man’s movement across the billboard. As fans Tweeted, Spider-Man leapt across the billboard, to reveal parts of the &flix logo and poster. A live Tweet counter encouraged fans to keep at it!
Within 24 hours, over 10,000 people tweeted to power the #LeapForth billboard and unveil the &flix logo and poster. &flix was trending on Twitter and reached 13.7 M people, to become the talk of the town.
To keep the conversation alive and encourage people to tune in to the big
Spider-Man: Homecoming premiere on &flix, we gave fans an opportunity unlike any other.
On the day of the premiere, select fans got a call from
Spider-Man himself (a pre-recorded message in the voice of Spider-Man), who needed their help as part of a special mission. Fans promptly tweeted to help Spider-Man by answering a simple question via a Twitter conversational card.
We chose one lucky winner, who will soon be on his way to London for the experience of a
lifetime! All expenses paid, of course.
Brand Equity featured this activity on its “Twitter Index”, as one of the top 5 most engaging activities on Twitter that week.