As part of the PANIC BUTTON marketing campaign, we launched a viral website and ran competitions to help raise the profile of the film as it was released on DVD and Bluray in the UK.
All2gethr.com is the fictional social network featured in the film and the intention was to recreate it online in order to expand the story universe and invite interaction from fans who wished to engage further. It also acted as a platform for seeding potential sequels, running promotions and for selling associated merchandise. I was involved in developing the site, adding content, managing competitions and creating the merchandise.
We wanted to attract people who had not heard of the film as well as those who had, so we created a competition that would reward spreading the word about the film and our viral website. Having planned how to encourage people to spread word via Facebook, Twitter and All2gethr, we wrote scripts for four competition videos and asked Joshua Richards who voiced the character in the film to record the lines for us. I then edited the four videos together using assets that were created for the film.
The campaign was a success with some very enthusiastic competitors submitting videos and photos which in turn gained us some newspaper coverage for the film. Click ‘Launch Project’ below to watch the competition videos on YouTube.
