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Social Media Case Study: KIN

Overview

DMM partnered with film production company Lionsgate Studios on the the out-of-this-world sci-fi theatrical social media campaign for  KIN, the feature length adaptation of the short Bag Man. Leveraging the devoted fans of the producers and young filmmakers in the industry, we focused on high-level thematic pieces that highlighted the special effects and futuristic look of the movie, enticed sci-fi fans with the mystery of the weapon, and intrigued the gaming community with the power from another world. All of these key points assisted us in creating a dynamic marketing campaign that captured industry audiences’ attention.

We created a Live Photo to showcase the power of the weapon from the POV of Eli and how he unlocks it.

We took the opportunity to introduce “The Cleaners” and build more mystery about who they were and what they were after.

Objective

Honoring that the filmmakers were graphic designers themselves, from the beginning of the campaign the look and feel of the creatives played a key part of our social media strategy. We focused our strategy on engaging industry insiders with the dynamic visuals of our story-telling, eye-catching thematic pieces that focused on the special effects in our creatives, activated them through sweeps and contests, and elevated our social presence through highlights and Twitter moments. We were able to achieve our overall goals of targeting fans of sci-fi, action and drama, and created an in-world experience for fans and that generate buzz for the film by utilizing the following content streams:

  1. Unlock the Power
  2. Find your Kin
  3. What’s at Stake

Unlock the Power

Unlock the power was a content bucket that highlighted the exciting visuals to kickoff the campaign, establishing the cannon as a mysterious power from another world.

We utilized scenes where Eli was protecting his family and using the weapon for good against evil.

This video shows that Eli was the only one able to unlock the weapon and to entice fans with the mystery of why that was.

Find Your KIN

The second phase of our campaign took a deep dive into the family dynamics between the brothers, as well as establish the film’s central conflict.

We took this opportunity to show the dynamic between Eli and his father, showcasing they protective relationship.

This video touched on the tone of the movie that Eli never seemed to below and always felt “different”. We wanted to play up the mystery of yes, there IS something different about Eli.

What’s At Stake

During the third phase of the campaign we focused on promoting the high caliber and eye catching sci-fi elements that take center stage in the final theme with the main objective of keeping buzz high into release. As we continued with the story-telling elements and entered week of release, we also focused on utilizing key art that we received from the studio by adding in special animation, font and elements that would engage the fans of VFX.

Within this phase we launched a sweepstakes asking fans to participate in #KINwithKin - take a picture while they’re at the theater with their friends & family, using the hashtag #KINwithKin for a chance to be featured on our socials, as well as win prizes.

We added in the motion and text for a more detailed and stylized look on the 2 Days countdown cinemagraph.

Additional animation and using the space to grab attention for this Tomorrow countdown cinemagraph.

To encapsulate all of these content buckets we focused on creating eye-catching thematic pieces that highlighted all of the special effects, and high-level details that made this film stand out. We wanted fans to be excited about what was to come and with our creatives our goal was to elevate a relatively unknown film into a must-see Summer blockbuster.

Results

Overall, our KIN social media marketing campaign took fans on a sci-fi filled adventure that raised awareness about the film and enticed fans to go to the theaters to solve the mystery of why Eli was so special. We combined several marketing strategies to entice viewers of the genre by creating buzz around the film through suspenseful moments and sweepstakes to eventize their trip to the theater. The social campaign generated over 1 Billion impressions on Twitter, 10.2 million impressions on Facebook and 640K on Instagram.

To get people's attention on socials, we utilized scenes from the film to create moment on socials that look 3D.

Animated cinemagraphs made the countdowns really pop.