Our primary objective for Blinded By The Light’s social media campaign was to translate the film’s inspiring message to our social creatives. We wanted to cater to not only existing Bruce Springsteen fans, but also to fans of music in general.
First, we wanted to ensure that our creatives aligned with the film’s central message: “For those who have ever dared to dream, this movie is for you”. We built original pieces that highlighted the protagonist, Javed, and his journey to inspiration using the music of Bruce Springsteen as his guide. We also focused heavily on relatable copy and creating engaging conversation amongst fans by encouraging them to share what music inspired them when they were growing up.
Nostalgia was a key factor in our social campaign. The movie takes place in the 80s, talks about first love and other relatable high school themes, and how it feels to not belong. We encouraged fan conversation by utilizing Instagram Stories and asking fans questions about their own stories of first love, songs that inspired them while growing up, etc. With the film’s inspiring message as a central theme, we wanted to spark that conversation with our fans.
Bruce Springsteen was a huge part of the film and our social media strategy. Our approach wasn’t just about utilizing his music, but also conveying what his music meant to the protagonist in the film. We worked closely with Warner Bros. and Bruce Springsteen’s team to ensure that our creatives showcased his music and effectively conveyed the influence it had on the film’s characters.