Captain America Civil War

OBJECTIVE
  • 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

EXECUTION

  • 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

TACTICS

  • 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

RESULTS

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

Capt. America vs Iron Man:

3,401 Views; 159 Engagements

Movie Snacks:

3,625 Views; 149 Engagements

Superhero Movies:

3,589 Views; 94 Engagements

Superpowers:

3,641 Views; 2005 Engagements

MURPHY O’BRIEN

11444 W. Olympic Blvd., Suite 600

Los Angeles, CA 90064

(310) 453-2539

16 Vestry Street, Fl. 2 

New York, NY 10013

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