TVGla Creates Campaign to Engage Huge Social Audience
LOS ANGELES, CA -- (Marketwired) -- May 08, 2015 -- Partnering with new social media platform Dubsmash, Universal Pictures' blockbuster Furious 7 discovered an outpouring of fan engagement in advance of the film's release. The promotion serves as the first global partnership for Dubsmash and marks the first time a film studio has officially partnered with and provided licensed clips to the mobile platform.
With a three-week contest created by digital agency TVGla, more than 15 million clips were played; 2 million "Dubs" were created; 320,000 Dubs were shared; and the contest garnered more than 3,000 entries.
The Universal/Dubsmash alliance brought Furious 7 and its most memorable lines directly to fans through the Dubsmash mobile app and an integrated contest (https://www.youtube.com/watch?v=EojZ5ZIqcOI). The Dubsmash App allows users to record a video selfie lip-synching a preselected sound clip -- in this case a selection of dialogue from Furious 7.
"As the social reach of the Fast & Furious cast and crew is the largest of any active film franchise, we are always looking for innovative ways to engage our audience," said Doug Neil, EVP of Digital Marketing at Universal. "These results speak to the millions who have connected to the Fast family on social media and the power of Dubsmash's reach."
"The unprecedented engagement we saw from fans and followers of the franchise exceeded our expectations and was a certified success," said Brian Pettigrew, President of TVGla. "The numbers demonstrate the power of social platforms when you connect with and harness the enthusiasm of a fan base."
For Fast Five and Fast & Furious 6, TVGla built a dedicated website that aggregates all the social media feeds of the film's cast, crew, studio and fans. The aggregator segments the social posts from Facebook, Twitter, Vine and Instagram by cast members, crew members, the fans themselves and the official feeds from Universal. The Dubsmash challenge was also embedded in Furious 7's official site (http://www.furious7.com/) with a link to the challenge.
In commenting on the partnership with Universal, Mateo Sossah, Head of Growth & Operations at Dubsmash, said, "Dubsmash is a cool new platform that is ideal for content businesses such as music labels, television programs, movies and the like, because it lets them promote and share their content with a highly relevant and engaged audience. Furious 7 is a great partner, as the characters are quotable and the fans interact with the stars across multiple social channels."
TVGla (www.tvgla.com) is a seven-year-old digital marketing agency based in Los Angeles that specializes in creating integrated marketing campaigns using social and digital media platforms in innovative ways. The agency's goal is to create new trends for its clients marketing initiatives -- not follow trends. With many of its clients in the entertainment space, TVGla has developed an expertise in building brands overnight -- literally creating programs that tell stories about new films, shows and brands -- that engage the consumers across multiple touch points and seed social sharing. Its clients include Fox Searchlight, Sony Pictures, Kia, Mattel, Pepsi International, Universal Pictures, Showtime and others.
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