Don't play it safe. That was the message of Paper Towns, and the spirit to convey throughout our social campaign. Our aim was to reach a savvy teen audience who uses Snapchat as a way to share many of their first real-life experiences.
Let Cara Delevingne inspire your first.
Using content exclusive to this platform, and rich with social media queen Cara Delevingne, we showcased "first" moments from the film — the character's first road trip, first kiss, first dance, and more. Then superimposed them with fun emojis and commonly used hashtags.
We also covered a first-time event with two stars from the film, a roadtrip with Justice Smith and Jaz Sinclair. With a busload of fans they made their way to Agloe, NY (the fictional "Paper Town" from the story) — Snapping the entire experience. Their story shared selfies, pics of the bus, and of course the "Welcome to Agloe" sign. It became be a first-time fans will always remember.
Not only did we receive more than 700,000 views and more than 4,500 screengrabs, but fans posted their screencaptures on other platforms like Twitter. This proved fans were really connecting with our content, and our reach was spread even further.
