Innovative use of Facebook and ‘Like’ button to increase engagement with snowboard set Brit Flick
London 18 February, 2011… Blue Barracuda is launching an online advertising campaign integrated with Facebook to promote ’Chalet Girl’, the new British romantic comedy from Momentum Pictures. The independent agency has integrated the Facebook ‘Like’ button to the film’s online trailer enabling viewers to view further information on the all star cast, snowboarding locations and lifestyle brands featured in the film and highlight their favourites on the social network. The campaign, conceived of and created by Blue Barracuda, is the first time a trailer has been integrated with social media in this way and aims to increase engagement and social recommendations for the film, and create buzz and awareness in advance of its release in cinemas on March 16, 2011.
Labelled by critics as ‘This Year’s Bridget Jones’, ‘Chalet Girl’ tells the story of Kim, played by Felicity Jones, a young, working class girl who lands a job as an Alpine chalet girl, at a posh ski resort. She encounters the rich poor divide, cooking and cleaning for an upscale family comprised of Gossip Girl’s, Ed Westwick, Bill Nighy and Brooke Shields, and draws on her old skateboarding skills to enter a snowboarding championship. The film, which also stars Bill Bailey, Sophia Bush (‘One Tree Hill’) and Tamsin Egerton (‘St Trinian’s’) charts her attempts to beat the odds to become a champion snowboarder and claim the man. World champion snowboarder, Tara Dakides, has an advisory and stunt role in the film and featured brands include Roxy and Roxy Riders, Thomas Cook, Intersport, Red Bull, and Nintendo.
Hosted on the UK Film Council’s search site for films, FindAnyFilm.com, the trailer uses social sharing to leverage the meta data collected by the film’s director and producers to enable a participative experience. Clicking on the ‘like’ button pauses the trailer and opens a panel providing more information. If the users clicks the ‘Like’ button within the panel, it is added to their likes on their Facebook wall and other similar items are recommended with a ‘You may also like’ feature. For example, if a user ‘likes’ a ski jacket by Roxy, Goggles and salopettes may be recommended. Viewers can also become a fan, share the trailer with friends, click through to the film’s website and send to a friend. Partners, such as LOVEFiLM, are accessed via a ‘Find out more’ button. In return, the brands featured in and associated with the film can link to the trailer from their own sites driving traffic and engagement.
Jamie Schwartz, VP Theatrical Marketing at Momentum Pictures explains “This is the first time the ‘Like’ button functionality has ever been integrated with a movie. We don’t want people to just watch the film’s trailer; we want them to get involved, to share it with their mates, and to identify themselves with the cool brands it features. We asked Blue Barracuda to come up with a ground-breaking idea, which was recognised with a UK Film Council’s Digital Innovation Award. It follows their successful social media game for ‘The Girl Who Played With Fire’ which was played 38,000 times, had half a million social shares and ten thousand Facebook friends. The agency always takes an innovative approach and harnesses the latest technology and creative skills to produce beautiful digital campaigns.”
Martin Talks, CEO of Blue Barracuda, adds, “When people watch a film, they are often inspired by the lifestyle it portrays and want to buy into it. Our campaign takes that to the next level by enabling viewers to identify themselves with the cool brands in the film and use cool social sharing functionality. It’s the technology facilitating what people are doing already: enthusing about the film and investigating the latest boarding gear, games, key actors and locations. Participation and sharing, such as this, and the convergence of media, like films and the internet, is the future of film making.”
Katy Cox, General Manager of FindAnyFilm.com, continues, “Momentum Pictures is building a reputation for distributing award-winning films, backed by highly innovative marketing campaigns. Their digital agency, Blue Barracuda has created a platform for films to generate interest and revenue through partnerships before they are released. This is undoubtedly an area that will grow, as it increases the engagement with audiences before and after they have watched the film, and enables sharing with other like-minded people, without alienating secondary audiences.”
The hosted site on FindAnyFilm.com reflects the look and feel of the rest of the films marketing including the blue and white of the sky and snow in the film, and Facebook’s colour palette. Produced by Pippa Cross, the Producer of ‘The Hole’ and ‘Jack and Sarah’ and Harriet Rees, the film will also be shown at the Roxy Riders Festival. Blue Barracuda will be assessed on the number of social shares the trailer delivers for ‘Chalet Girl‘ as well as awareness, viewing detail searches on FindAnyFilm.com and cinema bookings.
About Momentum Pictures and Alliance Films
Alliance Films, Inc. is one of the top five independent filmed entertainment companies in the world. A leading multinational distributor, co-financier and producer of filmed entertainment, its member companies, Alliance Films and Alliance Vivafilm (Canada); Momentum Pictures (UK) and Aurum Productions (Spain), offer integrated delivery of content in all media.
Strategic partnerships includes exclusive distribution rights with Relativity Media in Canada and UK, Focus Features, The Weinstein Company, CBS Films and Newmarket Films in Canada , as well as ongoing relationships with Summit, FilmNation, Newmarket, Exclusive Media, IM Global, Mandate, Wild Bunch, Constantin Films, EuropaCorp and Nu Image in all 3 territories.
On the production front, key alliances include: a feature film co-production and acquisitions deal with Italy’s Medusa Film; a first-look deal with Iain Canning and Emile Sherman’s See-Saw Films, which yielded the lauded feature THE KING'S SPEECH; the production joint venture with IM Global, Automatik run by Brian Kavanaugh-Jones; and a five-picture deal with PARANORMAL ACTIVITY producers Oren Peli, Jason Blum and Steven Schneider with upcoming titles that include Barry Levinson’s The Bay and James Wan’s INSIDIOUS.
FindAnyFilm.com is one of the UK's leading websites for film fans looking to watch, buy, download or rent great films.
The site is supported and funded by the UK Film Council and advertising revenue making this unique service free of charge for users, so they can find any film across a number of different formats - cinema, TV, DVD, downloads, Blu-ray…
FindAnyFilm.com aims to give the best possible movie experience, promoting every type of film that's available for viewing in the UK. The site works with the UK Film Council, the Industry Trust, and exhibitors, distributors and retailers, to promote legally available films - making high-quality, legal viewing a top priority.
The site is also committed to becoming the UK's most comprehensive film-watching search engine, with an ever-increasing number of titles and a wide choice of reputable retailers.
About The UK Film Council (www.ukfilmcouncil.org.uk)
The UK Film Council is the Government-backed lead agency for film in the UK and our aim is to ensure that audiences at home and abroad can enjoy great British films. We do this by supporting the UK film industry, celebrating our film culture, and nurturing our film talent.
We fund film development and production, short filmmaking, distribution, film education, festivals, skills development, and digital innovation initiatives for film. Our work also encourages inward investment into the UK film production sector, the export of British films to international markets and fosters UK co-production with international partners. We fund and support the British Film Institute, the UK’s National and Regional Screen Agencies and the MEDIA Desk UK. Our work also extends to research, statistics and market intelligence to support the development of the UK film sector and combating film theft. The Certification Unit for qualifying British films is also part of the UK Film Council.
About Blue Barracuda
Independent digital agency Blue Barracuda is committed to Living Digital, matching communication tools and technology with real, timeless human needs and business objectives. The agency does this by taking a strategic approach backed up by a full service online marketing offering ranging from brand creation and launch, conception and production of online creative, including video and audio, online marketing, email, social media and site design and build. www.bluebarracuda.com
For further information, please contact
020 7400 0950
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