Getting Scarily Good Results for STX Entertainment’s Film ‘Countdown’
When a young nurse downloads an app that claims to predict exactly when a person is going to die, it tells her she only has three days to live. With time ticking away and death closing in, she must find a way to save her life before time runs out.
Wanting to gain some exposure for COUNTDOWN’s release, STX Entertainment were looking to explore new influencer marketing methods.
Looking to reach an audience of teens in the UK, STX Entertainment approached Fanbytes to come up with a multi-platform campaign that would achieve their goals of awareness and getting users creating content around the film.
Wanting the activations to be as creatively interesting as possible as well as allowing people to create their own content, it was decided that a TikTok hashtag challenge combined with a Snapchat AR lens would achieve STX Entertainment’s KPIs.
Influencers were then selected using the Fanbytes platform, identifying creators that fitted the brand’s demographics perfectly.
The first step of the activation was to create a TikTok hashtag challenge. Hashtag challenges are the backbone of the platform and are a great way of raising brand awareness for a product often gaining millions of views.
The basis of the challenge was to use one of TikTok’s most popular formats, the duet feature. This feature allows for an original video to be replied to with another video, with the first video staying on the left. Several influencers created a post of them being the demon from the film, then dueted themselves allowing them to create the illusion that they were being attacked by the demon.
The second part of the activation was a Snapchat AR lens. These types of campaigns really encourage fans to get involved and create content around the product.
The lens was pushed out through 9 influencers allowing us to increase engagement over the week leading up to the release of COUNTDOWN and having a selected number of the best performing influencers repost. This made the audience emotionally engaged and curious about the release of the film, as the launch date crept closer.
The overall results of the campaign were fantastic with both activations amassing over 3.4M views, far surpassing STX Entertainment’s expectations. All of the content was very engaging with some of the best performing getting over half a million views.
The multi-platform approach really pushed the release of the film and made sure it reached and engaged STX Entertainment’s target audience for COUNTDOWN.