8 Million Stories worked with Sony to create an interactive content marketing campaign to support the launch of the T2 Trainspotting movie to the home entertainment market.
The Challenge
Following a competitive pitch process, Sony Home Entertainment appointed 8 Million Stories (8MS) to support them with the launch of T2 Trainspotting on Blu-ray, DVD and Digital Download. The brief asked 8MS to create a digital campaign “which is richer than standard display and engages our audience around core themes of passing of time, friendship and choice.”
Set in Edinburgh, the original Trainspotting movie revolutionised British film and became the soundtrack of the 90’s with its memorable dialog and cult hero characters. Despite this, as much as T2 was a nostalgic title, the client was very keen that 8MS did not focus on the 90’s and recognise the characters (and Edinburgh) had grown up and moved on from their drug infused past.
The Strategy
The concept from 8MS concept was to create an “Alternative Guide to Edinburgh”. The aim of the website was to provide an alternative guide to Edinburgh that showed exactly where their target groups could find filming locations used in the film.
In addition, 8MS wanted to highlight some of the funniest and most memorable quotes used, as well as provide interactive video and image based content. Finally, the guide also featured exclusive deleted scenes and allowed users to order (and initially pre-order) their own copy of the film.
Take your own tour here: t2guide.com/.
The Results
- Social Interactions (at time of writing) : 72,000
- Average Time on site: 2 minutes and 4 seconds
- Total number of site visitors: 42,522
The website was covered widely, at sites including:
- awwwards.com
- netimperative.com
- thedrum.com
- futurescot.com.
Finally, although not trackable through to sale (as they were directing users to third parties such as Itunes and Amazon) over 5,000 users clicked through the “Buy Now” links on the site.
Testimonial
“When it came to launching T2 Trainspotting, 8MS was the perfect fit. We’d been admirers of 8MS and its work with brands in the entertainment industry, and were excited to see what it could do for us – and weren’t disappointed. The T2 Trainspotting Alternative Guide to Edinburgh perfectly encapsulates the humour and mood of the film, and celebrates the legacy of Trainspotting.” Neil Rodwell, Marketing Director, Sony Pictures Home Entertainment