For a February film release, there’s no way to launch a campaign without a Valentine’s Day strategy baked in. With an incredible ensemble cast, it was impossible to not tap into such amazing talent and create a partnership that would excite audiences. After meeting with the Cameo team, it was a partnership written in the (Yuba County) stars and all teams immediately jumped on ideas that would make sense for both the film and the platform.
After many conversations between talent and the Cameo team, we landed on an idea sure to excite audiences with the ability to purchase a Cameo from either Emmy Award winner Allison Janney or Bridget Evertt. The catch was that one of two Cameo messages could be received:
Telling your crush or significant other how much you like/love them and can’t wait to spend Valentine’s Day together
Telling your crush or significant other that you actually aren’t that into them anymore and that this is the end…have a nice life
We appropriately named this activation “It’s On or It’s Over” and created a custom landing page for the film - the first film to ever partner with Cameo. We also posted the announcement across the MGM and Cameo social channels, sent out an email blast to the Cameo subscribers, and had homepage placement on the Cameo site for all users to see.
This activation ran for the week of February 14th 2021 only, and in the time we received:
Reached over 1.6M+ people
Delivered over 250 Cameos in one week
