“SNATCHED” + VIACOM Case Study
From Snaps to shorts, deliver unforgettable content to support Fox in launching Amy Schumer and Goldie Hawn’s comedy, Snatched.
For one of Viacom’s biggest cross-network stunts of 2017, we continued our successful collaboration with their Movie Studio Production team to create a 360 campaign featuring the stars of the new film Snatched in a series of custom vignettes that reached millions of viewers linearly, digitally, and socially across MTV, Comedy Central, VH1, TV Land, Spike, LOGO, and Nick At Nite.
CLIO ENTERTAINMENT SHORTLIST, SILVER TELLY, BRONZE ADDY, PROMAX FINALIST
From Snaps to shorts, we delivered unforgettable content to support Fox in launching Amy Schumer and Goldie Hawn’s comedy, Snatched.
Logistics
We helped manage the creative vision of multiple networks and the movie studio as a constantly moving target to navigate shooting with their celebrity talent on three separate days on different coasts.
Our post-production team dove in with the directors of each shoot, including the film’s director Jonathan Levine, to ensure that all the footage would match together seamlessly, along with a separate green screen composite shoot to place Wanda in the same scene as Amy.
CROSS-NETWORK + MULTI-PLATFORM
We produced a Schumer-load of content distributed across various platforms to more effectively reach the target audience with a fresh, funny take each time. The main on-air takeover consisted of custom tune-ins, content pieces, and teasers that made up an entire commercial-free block for non-stop Snatched action.
The spots were extended for digital and social platforms to go along with custom Snapchat content to run within Viacom’s discovery stream.
MEASURING SUCCESS
Our clients were so ecstatic with how the campaign turned out that they added even more deliverables, with custom listicles and longer stringouts accompanying our bevy of on-air and digital offerings. The campaign reached millions of viewers linearly, digitally, and socially leading up to the movie premiere.
- The combined tune-in and takeover spots generated 97 MM P2+ Impressions (30 MM P18-34)
- The campaign garnered 23.9MM impressions and 10.4MM video views across social and Snapchat
- Viacom’s social support attributed to 26% of the overall movie conversation (in week of release timeframe)
