11. Jul 2017
LADbible and Sony Pictures recently partnered to promote Edgar Wright’s critically-acclaimed Baby Driver, through exciting and original branded content that highlighted the film’s key themes.
Our cross-channel campaigns involved immersive activations across Facebook and Instagram predominantly, using best in class social innovations to deeply engage our community, including a live stream, 360 video and stories.
Influenced by high-octane chase scenes in Baby Driver, we created a Facebook 360 video which placed our audience in the driving seat of a professional drifter’s car, manoeuvring obstacles on a track.
This 360 drift video inspired by Baby Driver is so intense! 🔥🚘Take a look around!
Posted by LADbible on Wednesday, June 28, 2017
Joyride, our in-house creative agency, produced and shot a broadcast quality Facebook Live video direct from the red-carpet premiere in London’s Leicester Square. Streaming for almost an hour, we gave our Facebook community of 25 million exclusive first-person access to Hollywood’s most famous stars such as Kevin Spacey and Jamie Foxx.
We're LIVE from the Baby Driver premiere in London 🚗 🕶
Posted by LADbible on Wednesday, June 21, 2017
We created original content with A-listers Jon Hamm and Jamie Foxx asking each other quick-fire questions, incorporating the fidget spinner trend into the piece for social virality.
Jamie Foxx really doesn’t like fidget spinners… 😂 Baby Driver
Posted by LADbible on Saturday, July 1, 2017
We also dropped a one-minute trailer edit on LADbible Facebook, which was the 5th most viewed video on the platform associated with “Baby Driver” in the past 90 days (Tubular Labs 2017). All three content posts on Facebook were in the Top 20 Most Viewed: live premiere stream (12th) and 360 track video (14th).
Finally, our community-driven creative brief takeover on LADbible Instagram Stories drove positive affinity for the film. The full article, featuring some of the best posters can be found here.
With our strategic 360 marketing approach, we ensured all content was edited and optimised for both Facebook and Instagram platforms. We posted static video cut downs from the track day – and filmed personable behind-the-scenes premiere access for valuable mobile-first stories – ensuring each video was unique.
– 6.4 Million Video Views
– 61 Thousand Engagements