Sony Pictures Promo, Case study BENEFITOMETER by J. Walter Thompson Madrid

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Industry Records & Cinema Production
Media Promo & PR, Case study
Market Spain
Agency J. Walter Thompson Madrid
Executive Creative Director Jaime Chávarri
Art Director Manuel Bueno, Sergio Garcia Fontenla
Copywriter Carlos Laserna, Matilde Sabras
Released September 2011

Credits & Description

Category: Best Use of Social Media Marketing
Executive Creative Director: Jaime Chavarri (JWT Spain)
Interactive Creative Director: Eduardo Battiston (JWT Spain)
Interactive Creative Director: Curro Rubira (JWT Spain)
Copywriter: Matilde Sabras (JWT Spain)
Art Director: Sergio García (JWT Spain)
Copywriter: Carlos Laserna (JWT Spain)
Art Director: Manuel Bueno (JWT Spain)
Deputy Manager - Head Of Digital: Fernando Martinez-Corbalan (JWT Spain)
Executive Account: Paola Garcia Tell (JWT Spain)
Digital Seed: (App Developers)
Media placement: URL - INTERNET - 12.09.2011

Insights, Strategy & the Idea
Friends With Benefits tells the story of two friends that engage in a sexual relationship without the “complications” of love.

The marketing objective: to encourage young people to see the film. The communication objective: to generate expectation around the launch.

Friends With Benefits are a social reality but in Facebook they are hidden. Facebook users can send friendship requests but they can’t send friendship with benefits requests.

To know which friends you have more probabilities of having sex with, would not only be interesting and personalised information to share, but also a good excuse to start a friendship with benefits.

Creative Execution
1. During the two weeks prior to the release of the film, a Facebook application called the “Benefitometer” was launched. This application analysed the information and activity of the users’ Facebook profiles and compared them with those of their friends to discover who had the highest probabilities of “benefits”.

Once the application displayed the ranking of potential friends with benefits, you could send a Friendship with Benefits Request and wait for their answer. Users who had partners and wanted to avoid trouble had the option of nominating two of their friends as “Friends with benefits.”

2. To activate the application, we conducted a guerilla action on a major street in Madrid: one morning the mannequins in several fashion retailers’ store windows woke up half naked and hugging, kissing and touching each other or in different sexual attitudes.

Results and Effectiveness
1. More than 55,000 people installed the application.

2. How did the communication achieve the goals and influence business outcomes?
The action went viral on social networks and many young people became interested in the film and watched the trailer. This had a direct influence in leading more people to watch the film.

3. Include commercial results such as sales and profit as well as change in consumer awareness and attitudes. The film became No 1 in Spain over the weekend of its release and after seven months is still being shown in theatres.