Warner Bros. Promo, Case study PROYECT X by Mindshare Mexico

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PROYECT X

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Industry Publishing, streaming & media
Media Promo & PR, Case study
Market Mexico
Agency Mindshare Mexico
Released December 2012

Credits & Description

Advertiser: WARNER BROSS. PICTURES
Agency: MINDSHARE
Category: Best Use of Social Media
Project Manager: Hector Trejo Lozano (Irreverentv)
Digital Account Manager: Pamela Ríos Méndez (Mindshare Mexico)
Sales Director: Alejandro Corrales (Irreverentv)
Senior Digital Media Planner : Jimena Pérez Torres (Mindshare Mexico)

Strategy
The launching of this movie was complicated in Mexico because it aimed at a teen target but it was rated as an adult movie. We needed the social networks to generate a WOM so big to stand out in the everyday content of the internet and make it a Trending Topic. Our Challenge was to make 'Proyecto X' the ultimate movie that Mexican teens would be eager to see.When teens get banned they all want it even more. So we've concluded: They all are irreverent. IYL2S: “Making your Proyecto X”. So, we came up with the idea of creating the largest party in Mexico, which joined the real and the virtual world into a unique story: “Making your Proyecto X”.

Effectiveness
We´ve reached 2,014,046 people through social networks in Mexico. • 33,358,427 mentions (impressions) of the hashtag #ProyectoX in social networks. Surpassing, by far, Mexico´s Twitter Trend Topics. • More than 1 milion views in YouTube. • More than 100 videos created by users talking about the movie (In less than a week). • 1 of our videos got to YouTube’s Homepage as a “Suggested video” in a completely organic way. • And EVERYTHING in ONLY 3 weeks.

Execution
We´ve leaned on 5 of the most popular celebrities of the target.Through Twitter, Warner “invited” 4 YouTubers/Twitter-stars to see the movie but it “forgot” to include one of them. So, the one left behind “asked” his followers to “Troll” WB accounts to get the invitation and thus bursting our campaign.The request had a huge response, so WB “had” to invite the 5th celebrity.These 5 celebrities “organized a Proyecto X like party”.We filmed 5 videos from each point of view, which then were uploaded on their Youtube accounts for their followers.This party was filmed the week before and then posted on a specific date making it believe it was all happening in real time.In the end, we invite users to make a video showing their version of "Project X" in order to win a feature of the film and the chance to meet their idols.