To raise awareness and generate a social buzz around the release of Zoolander 2.
We were tasked with:
- 1. Generating voluntary trailer views from our youth audience
- 2. Creating shareable content relating to the main themes of Zoolander 2
The campaign began 10 days before the film was released to build up hype and start a social conversation amongst our users. We hosted a bespoke competition to win a trip to the fashion capital of the world, Milan, and promoted this alongside the film artwork.
Our student users were led through to a Zoolander 2 landing page, where they watched the film trailer and answered a question on it to enter.