Local South African filmmakers wanting to break the world record for the fastest film ever made, had some very clear objectives with a very small budget.
Their main goals were to maximise online exposure and conversation around the Fastest Film project, create demand to encourage ticket purchases for the film screening, achieve national coverage, and ultimately break the Guinness Book of World Records for the fastest film ever made.
As none of the concepts, scripting or screening could be done before the official start date, Retroviral had collaborative social media strategy sessions with client a week prior to the project launch, underpinning the communication objectives and most appropriate channels to generate maximum talkability.
We used social media is a tool to crowdsource extras for the film, as well as call on locals for various needs throughout the filming process.
Once the trailer had been created, YouTube was used to seed it to local and international blogs as the primary platform for building excitement. We managed to secure national and international coverage, while exceeding the expected OTS, reaching 2,871,675.
The film sold out three debut screenings on opening night and the trailer attracted over 16,000 online video views. We also managed to secure coverage with DJ Fresh, News24, Entrepreneur Magazine and Mail & Guardian.
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