CINÉPOLIS USA

Captain America Civil War

OBJECTIVE

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• Generate awareness about Cinépolis USA by cutting through the social media clutter to create an engaging campaign around “Captain America: Civil War” that also draws fans in and differentiates the theater chain from other exhibitors

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EXECUTION

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• Leverage the buzz surrounding “Captain America: Civil War” for a creative activation that involved everyday movie-goers

• Develop a “Man on the Streets” series; researched and vetted several potential hosts and confirmed Albert Lawrence of ABC-7 for a fun and energetic approach to discussing the newly released superhero film; researched and drafted contracts/release forms; selected the Hollywood location for filming

• Team with Lure Films to product, film and edit unique, original content to place on Cinépolis USA’s social channels

• Place an ad spend behind promoted posts to garner more awareness around videos

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TACTICS

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• Create fun, relevant and engaging posts sharing videos tied to film’s pre- and post-release

• Choose four different but related themes surrounding superhero films and the average movie-going experience for viewers to relate to

• Use relevant tags in video posts, including: Captain America, Iron Man, Movies, Action Movies, Marvel, Marvel Comics

• Utilize popularity of video on social platforms to place activation at the top of Facebook news feeds

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RESULTS

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In two weeks, MO secured the following:

• Received 13,633 Facebook video views via four promoted posts at an average cost-per-video view of $0.01

• Reached an audience of 32,035 via four Facebook promoted posts with $160 spent

• Four Tweets drove 1,735 impressions, 95 video views and 30 engagements

• Promoted Facebook posts garnered 554 clicks; clicks include website clicks, page likes, post comments, etc.

• Four Instagram posts garnered 454 video views and 102 likes and comments