Spinnaker describe their work to promote Sony Pictures’ film The Smurfs 2
Sony Pictures’ little blue friends were about to return for a sequel and we needed to ensure that The Smurfs 2 was as big of a success as it predecessor from 2 years ago.
With an already 60k-strong Facebook fan base, our challenge was to re-energise the current level of social engagement and get new fans excited about the film.
We took the valuable insights learned from the first Smurfs movie, and our experiences from working on many other family friendly films, to create a social campaign that brought the family together at their PC.
The first event pencilled into The Smurfs’ promotional calendar was Global Smurfs Day (staged at Westfield, London) – a worldwide party to celebrate the birthday of Smurfs Creator, Payo. Part of the day’s activity included a sing-along with Right Said Fred, which was broadcast live on Magic FM, (the day’s media partners).
To get Smurf fans in the mood for the day and to give them a helping hand with the lyrics to Right Said Fred’s special-created song, we developed a sing-along app on Facebook. Fans were able to watch the Right Said Fred ‘I’m Too Smurfy’ music video, then record their own version using either their webcam or by uploading a video.
After the event, the Sing-along competition continued right up to the film’s release, generating a host of Smurftastic content…all of which was shared across The Smurfs’ Facebook page. Fans were asked to vote for their favourite entries, and entrants with the most ‘Likes’ were rewarded with a weekly goody bag. A Grand Prize Winner was also chosen by Magic FM, and was awarded a £1,000 cash prize.
The competition ran right up to the day of release and generated some really excellent video content, generating a reach of over 1.8 million Facebook subscribers! Thanks to the app and a host of other exciting content on the Facebook page The Smurfs Movies Facebook page is now at almost 400k fans. And not forgetting to mention the film was a box office hit.