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case studies: SONY Screen Gems: The Stepfather

SONY’s new motion picture, The Stepfather, was projected to have a strong opening over over $30 Million. Nonetheless, initial research showed much less business. The film was more likely to achieve under $20 Million. McCann Advertising asked Hitviews to create an “emergency” campaign of top stars to post videos in the 10 days prior to the premiere. SONY felt 100,000 views was reasonable.

Strategic Approach:

  • 3 top WebStars, made videos about the movie and the “idea” of stepfathers
  • Fans also made videos of their own in response the online “commercial” for THE STEPFATHER

Results:

  • Over 600,000 views within 72 hours of campaign launch
  • Over 800,000 views by the premiere date
  • 1,043,392 total views to date
  • One WebStar video generated 4 response videos – these response videos alone contributed 100,000 of the views, a testament to interactivity and viral marketing
  • The Stepfather opened at $23 Million