Choose Kindness with Lionsgate's Wonder
To promote the theatrical movie release of Wonder and amplify the movie’s core theme of “choose kind” across the Wattpad community.
What we did
We created a strategic two wave campaign that left a lasting impression on our community.
We first launched the #WonderTheMovie writing contest asking users to submit 500-word stories inspired by the movie’s #ChooseKind theme.
To bring the winning entries to life, we partnered with Tongal, a creator community, and had three lucky contest winners’ stories turned into digital shorts.
To sustain the build-up towards the movie’s release day, we promoted the winning custom videos and movie trailer through highly-targeted in-app video ads and amplified the video content across the social media universe.
A strategic campaign that took the power of ‘content and video’ to new lengths, making this a success beyond the Wattpad platform.
A whopping 1,197 valid contest entries (US only) were submitted. The Wattpad audience spent an extraordinary amount of time with the contest entries, 151,057 minutes to be exact!
There were 2.5 million video views of the Wonder movie trailer in-app alone.
Collectively, winning produced videos got an astounding 1 million views across channels.
The campaign won a Digiday Content Marketing Award for Best User-Generated Content in May 2018