As the industry leader in movie going experiences, ranging from supporting new films to the newest movie technology (4DX, recliners etc.), the Regal Instagram accounts aims to be the go-to source for all things entertainment – being first responders to breaking news, pop culture and on top of social media trends.
In 2017 we took our commitment to entertainment to the next level by consistently delivering fresh, innovative content that feels platform-native in unique ways that they won't find anywhere else. Our main goal was to provide engaging content that intrigues our fans to engage and share with their friends, while staying within the #RegalLens –– the perspective of a movie fan.
Our two-pronged strategy equally supported both the in-theater experience, as well as studio releases, in innovative and surprising ways. Our audiences log on to social to engage with each other, so we knew our content needed to feel native to this existing behavior. To encourage authentic engagement, we tapped into their behaviors by using the tools and features they already love in ways they can relate.
We leveraged a 360-degree platform approach, from location and account tagging, hashtags, live stories, interactive stories, to post copy and assets. Our wrap around approach engaged fans at every turn and amped up discoverability.
In addition to being first with breaking movie news: cast announcements, trailer drops, and BTS insight, we utilized interactive quizzing, polling, zooming and more to combine content and interactivity for a strong one-two engagement punch.
To provide a content experience unlike any other, we created original creative for every piece of content, from on-location photo shoots, rethinking studio assets, illustration, to live red carpet coverage.
Overall, this direction invigorated and excited our loyal fans. They enjoy engaging with and sharing fresh, original movie-centric content that continues to surprise and delight and challenge with gamified content.
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