Our primary objective was to engage fans and we successfully did this in three ways: through socials polls, out-of-the-box creatives, and gamified content.
In an effort to put fans in the shoes of Liam Neeson’s character, we utilized unique copywriting and social polls to conduct our own ‘social experiment,’ similar to that in the film. We asked fans to participate in a series of Twitter polls that would test their ethics and determine what kind of person they were as a whole. An example poll, would you take $100,000 as Liam did, leave it or turn it into the authorities? Upon the films release, we narrowed our focus to individual responses with the use of community management. Fans responded with critical thinking, personal stories and detailed reasons why.
To accompany the unique copywriting and further elevate content, we ensured creative would be interactive, eye catching and at the forefront of creative experimentation. We gave all content cinematic life by adding forward motion, simulated train movement and a manipulated the depth of field to provide added dimension. Motion Posters were presented to fans as LIVE photos on Facebook, allowing them to tap and hold on a static poster to discover the motion hidden beneath. Utilizing Instagram stories, we created a mock of Liam’s phone which allowed fans to answer the villain’s call, further driving them into the mystery. Additionally, we caught the eye of fans while they scrolled through their feeds by manipulating the white space in creative to mimic the background of a news feed.