“Not another robot film”, the movie-going audience proclaimed! CHAPPiE, a robot lost in a myriad of sci-fi films, needed to be noticed. Against a backdrop of declining cinema admissions where young adults are looking elsewhere for readily-available digital entertainment, the battle to attract them to the box office has become ferocious.

We had to make sure CHAPPiE had an ongoing relationship with our audience in a dynamic, engaging and creative way. We needed to leverage our social listening data and expertise to provide the most engaging and innovative experience for our audience.

The result was… it was BIGGER THAN SPIDER-MAN! We delivered more live-streams than the PREMIERE of an established, decades-old franchise, reaching over 200k people across TWITCH.

By turning those views into social conversation, we reached 27 MILLION users online – equating to a huge 50% of our target audience in our target markets.

By producing a dedicated #CHAPPiEMOVIE for the campaign, it meant we were able to keep the conversation in on place. Through the use of our social listening capabilities, we recorded an astonishing 756% increase in the use of #CHAPPiEMOVIE week on week in the lead up to and post event.

And from all of this social conversation we were able to deliver an ass-kicking 200% ROI on their media investment, putting $2 MILLION back into the box office - making our clients very happy CHAPPiES!

Awareness alone is not enough to get people in to see the film. We needed to talk to our potential movie-goers with excitement and anticipation, in real-time.

So we recruited and empowered 12 creators to a record-breaking live-streamed event on Twitch. We brought together 12 of Europe’s top YouTube Creators from gamers to pop idols, and challenged them to produce ‘Europe’s Largest Shareable Piece of Graffiti Art’. These creators generated authentic CHAPPiE content in order to start conversation with their massive follower-base, who in turn would spread the discussion through their own social connections.

Generating conversation provided us a platform to reach our audience in a credible way. During the event, a multi-lingual team of Newsroom specialists on-site monitored every tweet, Instagram post, comment and share across all of our influencer channels.

By producing a dedicated #CHAPPiEMOVIE for the campaign, it meant we were able to keep the conversation in one place.

The popularity of our influencers was monitored every minute of the live stream. Levels of engagement and sentiment were tracked by an onsite team of specialists to measure real time responses of our audience.

Through meticulous social listening, we were able to react in the moment, tailoring the content viewed by our audience based on what they wanted to see in real-time.

If one influencer proved to be more engaging than another, we had the ability to manipulate the content the audience saw by giving them more or less air time on the Twitch live stream.

Alongside manipulating the event itself based on audience opinion, we were able to enhance and drive the awareness of our campaign.

We did this by monitoring the popularity and engagement rates of all of our influencer posts across Facebook, Instagram and Twitter. Our team of Search and Social specialists were on hand to put paid media support behind certain tweets that were encouraging engagements and driving awareness across all 12 of our target markets. This meant that our best performing tweets across all markets were promoted. And the result…We dominated social.

This data and use of social listening specialism powered not only tailored the event for our audience, but it ensured the power of the campaign lived on across all of our key markets.