We found a film fan through social media to remake a film he had seen at the Melbourne International Film Festival once, 16 years ago – completely from memory.

The winner was supported by an emerging Australian director and production company to write, direct and star in his remembered remake.

His journey was filmed and used as content to encourage new film fans to book their tickets to this year’s festival.

This content was seeded through social media targeting film fans and also a campaign site with a direct link to buy tickets.

The campaign launched with EDMs and social posts to the festival's existing fan base. To reinvigorate their interest in the festival we asked them for their favourite film memories from previous festivals. We launched a social promotion that invited people to submit their memories for a chance to have them turned into a short film. The winner would be given a chance to remake their memory and have it premiered at the festival’s opening night.

Once selected our film fan began pre-production of his memory. This journey was filmed, documented and used as online content through social and a campaign site, which directed fans to book tickets. Each communication was accompanied by a call to action encouraging film fans to book their future memories, by buying a ticket to this year’s festival.

During the campaign over 22,000 film fans responded, sharing their memories online, making 2016 the most successful year in the festival's history. People no longer see the festival as a night out, but an experience that would stay with them. As a direct result of the campaign Made From Memory 500,421 tickets were sold, a 7% increase from the previous year.

Ultimately this use of user-generated content improved the power of Melbourne International Film Festival brand– these are films that really do stay with you.