Case study

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Universal Pictures International Spain

Fifty Shades Darker

The Brief

Universal Pictures International Spain welcomed the visit by Jamie Dornan, Dakota Johnson, E. L. James and James Foley to promote FIFTY SHADES DARKER on February 8th, 2017. We, at Way To Blue Spain, were tasked with helping amplify the impact of the visit on social media.

In order to do so, Universal provided us with access to a Meet & Greet that would take place in the morning, a set and professional camera crew in order to hold a Facebook Live Q&A and access to the Premiere, as well as tickets to give away.

The Solution

The whole day was spent shadowing the team, sharing the experience through Universal’s studio and film channels, including Instagram, Stories, Twitter and Facebook. The live coverage included the Premiere with the talent’s presentation inside the theatre.

The Facebook Live slot and resources were used to involve fans, who were asked to send their questions for the actors through social media during the previous days. A high level of anticipation was achieved and we had a successful Q&A in which Jamie and Dakota answered questions from fans.

There was significant work with influencers, inviting one of them to the Meet & Greet and sending many invites to the Premiere. Fan communities were also involved, with the Studio’s social accounts tagging them on relevant content and interacting with them when possible.

A lot of energy was devoted towards the fans, who have been at the very core of the Fifty Shades phenomenon since the beginning. There was a contest on Instagram in order to give away access to the Meet & Greet, as well as giveaways with tickets to the Premiere through different channels, including Twitter and Facebook. There was also a last-minute contest to give away tickets to the Premiere among those who were at the venue. Fans were asked to tweet their selfie taken there with a specific hashtag, which generated close to 80K impressions.

In order to take advantage of the Meet & Greet, there was a contest on Instagram in which fans were asked to post a photo of themselves wearing the mask they’d like to wear to the Grey’s ball, and were encouraged to create their own -the winner created an elaborate mask with makeup.


The Results

Relevant and positive impact with the content was achieved, which can be summed up in the following highlights:

  • The Facebook Live Q&A had half a million video views and reached 1.5 million users. There had been 624 mentions of the hashtag with which users had to send in their questions, as well as 323 questions submitted through comments on Facebook and Instagram.
  • 195 entries to the Meet & Greet contest on Instagram.
  • 25 relevant influencers attended the premiere and helped generate positive word-of-mouth around the film.
  • The official film hashtag generated 83.5 million estimated impressions with 12,469 Twitter mentions on the day and night of the premiere.