Lionsgate Home Entertainment Promo, Case study KICK-ASS by Initiative

KICK-ASS

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Industry Records & Cinema Production
Media Promo & PR, Case study
Market United States
Agency Initiative
Released March 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: LIONSGATE
Product/Service: KICK-ASS THE MOVIE
Date of First Appearance: Mar 1 2010
Entrant Company: INITIATIVE, Los Angeles, USA
Entry URL: http://www.facebook.com/kickass
Senior Vice President/Group Account Director: Barbara Jeffery (Initiative)
Vice President/Group Account Director: Jen Lyons (Initiative)
Director, Digital: Samantha Lim (Initiative)
Director, Innovations: Caroline Giegerich (Initiative)
Media placement: Digital - YouTube - 3/8/2010
Media placement: Digital - Facebook - 3/15/10
Media placement: Digital - Break - 3/15/10
Media placement: Digital - Perez Hilton - 4/01/10
Media placement: Digital - VEVO - 3/12/10

Insights, Strategy & the Idea
Outside of hardcore comic book fans, KICK-ASS was an unknown property that we needed to make mainstream. The challenge was to not only launch KICK-ASS to number one in box office opening weekend, but to sustain the chatter around the film beyond the box office and into the DVD and Video-on-Demand (VOD) market in order to efficiently leverage a very limited budget.

Our audience seeks out edgy content and their discussions significantly influence those around them. Leveraging their influence was crucial in generating and maintaining big buzz around KICK-ASS. We realized that we could generate additional buzz by leveraging edgy celebrities to drive mainstream awareness, and amplify that buzz by pushing their discussions in social media channels.

Creative Execution
At South By South West – the massive mainstream music and film festival in Austin, Texas – KICK-ASS branded taxis offered festival attendees free rides in exchange for sharing their most kick ass stories from the festival on YouTube and Twitter.

Lionsgate became the first advertiser to sponsor a VEVO music video premiere when KICK-ASS launched the highly anticipated “Telephone” video by Lady Gaga & Beyonce. Additionally, Perez Hilton, the top celebrity blogger in the U.S., recorded a video announcing that he was joining the KICK-ASS band of superheroes as “Laptop Samurai.”

We leveraged a new social media platform called ThisMoment to amplify the social chatter across Facebook, YouTube, MySpace, and Twitter.

Word-of-mouth through ThisMoment and other edgy celebrities such as Howard Stern helped sustain excitement about the film through the DVD and VOD release.

Results and Effectiveness
By leveraging edgy celebrities we were able to generate a huge amount of buzz from our influencers. By amplifying their chatter through multiple social media outlets using ThisMoment’s platform, KICK-ASS was number one in the box office.

The buzz was so big that it sustained high enough levels long enough for the DVD to become the top DVD sold in its first week of release, as well as the top movie download on iTunes, Zune and Playstation.

The campaign delivered 1.6 billion on-line impressions and generated over 150 million video views.