Fullscreen and Aviron Pictures partnered to promote the studio's first-ever release, Kidnap, a thriller and vehicle for producer/star Halle Berry.
Fullscreen's task for the theatrical social campaign was to activate Halle's core fans with a message of empowerment for mothers, and to leverage those fans to amplify awareness and eventize the movie's opening weekend.
The empowerment message was as personal to Halle as it was essential to the movie's narrative, and with Halle's active participation, Fullscreen was able to produce an innovative, truly social-first campaign with breakthrough content and activations including:
Essence Fest Screening
Minivan Instructional Facebook Canvas
Tweet for a Lyft to the Theater
Leveraging Halle's fanbase to extend awareness to a broader audience proved a success, with the Facebook Canvas Ad alone generating 6.4MM impressions and 44.1K clicks to ticketing, and the Click-to-Messenger ad generating 884K impressions.
Custom content featuring Halle allowed us to connect with fans on a deeper level, which fueled an emotional connection to her character's journey in the movie. Fans were happy to join along for the ride, resulting in an important box office win for Aviron's first-ever release.