Labatt Case study THE MOVIE OUT HERE [video] by Grip Limited

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THE MOVIE OUT HERE [video]

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Industry Beers and Ciders
Media Case study
Market Canada
Agency Grip Limited
Director David Hicks
Creative Director Scott Dube, Randy Stein
Art Director Catherine Allen
Designer Andy Slater
Editor Griff Henderson
Production Infinity Films
Released February 2013

Awards

Cannes Lions 2013
Cyber Lions Websites & Microsites; Foods & Drinks Silver

Credits & Description

Advertiser: LABATT BREWERIES OF CANADA
Agency: GRIP LIMITED
Category: Copywriting
Advertising campaign: THE MOVIE OUT HERE
Account Services Manager : Brendon Sargent (Grip Limited)
Art Director: Catherine Allen (Grip Limited)
Writer: Ian Simpson (Grip Limited)
Interactive Art Director: Joel Holtby (Grip Limited)
Director Of Technology: Justin Krinke (Grip Limited)
Editor: Griff Henderson (Poster Boy)
Interactive Copywriter: Naeem Ghafari (Grip Limited)
Creative Director : Randy Stein (Grip Limited)
Interactive Producer: Todd Harrison (Grip Limited)
Account Services Director : Martin Mcclorey (Grip Limited)
Designer: Andy Slater (Grip Limited)
Screenwriter: David Chiavegato (Grip Limited)
Associate Technical Director: Dylan Dempsey (Grip Limited)
Interactive Art Director: Hiten Patel (Grip Limited)
Client Services Director: John Miller (Grip Limited)
Director: David Hicks (Sons And Daughters)
Agency Producer: Laurie Maxwell (Grip Limited)
Account Coordinator: Matthew Yip (Grip Limited)
Screenwriter: Rich Pryce Jones (Grip Limited)
Creative Director : Scott Dube (Grip Limited)
Implementation
In May of 2012, The Beer Out Here would announce The Movie Out Here on TV, outdoor, online and social media. Consumers were encouraged to help “make” the movie. Online, they could audition for various roles, submit their own props, enter a song to be on the soundtrack, or vote for their favourite bar to be used as a key location. They could even get their name in the closing credits.Special packaging and movie collectibles like glassware were also created.While the movie was shooting, consumers had online access to behind-the-scenes videos where they could follow the production.After the movie was shot, Kokanee gave consumers the opportunity to attend premieres through an online and experiential activation's.The movie premiered in November 2012 at the Whistler Film Festival and was released in cinemas across Western Canada on March 1, 2013. Yes, fans lined up to see their favorite brand on the big screen.
Effectiveness
The campaign has surpassed all targets. Brand health scores were above target by 21%, and market share has surpassed plan by 6%. In addition fan acquisition and fan engagement metrics surpassed all expectations by 152% and 3,163% respectively. And during the week of the release, our IMDb rank was in the top 1% out of over 1.8 million titles on the IMDb site. Most importantly, our fans loved the movie. In our largest market, Vancouver, The Movie Out Here ranked 4th out of 12 movies on opening weekend, beating out many other high-budget blockbusters. . It was also the #1 new release and #1 comedy.
Campaign Description
Kokanee is a Western Canadian beer brand with a history of engaging consumers in unconventional ways. But people expect the unexpected from Kokanee, so we needed to engage them in a way that had never been done before. Ever.The big idea was to create a 90-minute movie to be released in theatres that our fans would participate in. Fans could audition for a role in the movie, submit props, enter a song for the soundtrack or vote for their favourite bar as a key location. They could also add their name to the end credits.After the movie was shot, consumers had the opportunity to attend exclusive premieres. They could also scan limited-edition cans to see exclusive movie footage and trailers.The Movie Out Here premiered in November 2012 at the Whistler Film Festival, and was released in cinemas across Western Canada on March 1, 2013. Yes, fans lined up to see their favourite brand on the big screen.