To celebrate the release of Beauty and the Beast in IMAX, we created a custom “tweet to unlock” microsite focussed on the iconic rose from the film.
Users were encouraged to tweet using the hashtag #FallForIMAX, with each use of the hashtag driving the rose one step closer to losing a petal.
A petal was programmed to fall every time a particular Tweet threshold was reached, and posters of the trigger tweet would win 1 of 15 exclusive prizes (ranging from a year’s worth of IMAX tickets to a limited edition, high-value Beauty and the Beast tea set.)
This simple but effective mechanic generated nearly 20,000 tweets, 2 million impressions and c.50k site visits in 72 hours.
Tweets in 72 hours
Impressions in 72 hours
Site visits in 72 hours
Use of cookies by Way to Blue Limited
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WAYTOBLUE.COM
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GOOGLE.COM
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You can opt out of tracking and analytics on this website by changing your settings - see How do I change my cookie settings.
At present no industry-wide uniform standard has been agreed and adopted to determine how DNT requests should be managed, so our website doesn’t currently respond to DNT requests. Until that standard is established, we'll continue to review DNT and other new technologies, but won't respond to DNT requests.
We're giving you this information as part of our initiative to both comply with legislation, and make sure we're honest and clear about your privacy when using our website. We know you'd expect nothing less from us.
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