Searchlight Pictures

 

Design, Experiential, Content & Publicity.

Driving anticipation and awareness for the UK theatrical release of Rye Lane.

WHY

Our brief from Searchlight Pictures UK was to make RYE LANE the champion must see movie for young British adults nationwide. The aim was to make a London centric movie relatable and relevant regionally.

WHAT

Our solution was collaborate with MASSIVE to amplify Rye Lane to young audiences across the UK, generating awareness for the film ahead of release and driving audiences to four special preview screenings in London, Manchester, Birmingham and Liverpool.

The bespoke campaign drove conversation online and gave young people the opportunity to engage with and watch the film early in its lifespan. The goal was to generate word of mouth & ticket sales ahead of the film’s UK release.

Key elements included :

  • MASSIVE endorsement and support of the release.

  • Co-branded #MASSIVExRyeLane asset suite.

  • Full organic marketing takeover of social media, email and website.

  • MASSIVE #FilmOfTheWeek for week of release.

  • Multi-channel media spend – targeted at 18-30s driving to box office.

  • Storyboard interview, feature and The Watch List.

  • Preview screening run in four UK cities.

  • Content Creator marketing collaborations including activity with Converse.

  • Audience survey & post-campaign analysis.

IMPACT 

  • Organic Social REACH: 29K

  • Organic Social IMPRESSIONS: 34k

  • Paid Social REACH: 907K

  • Paid Social IMPRESSIONS: 2.69M

 
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