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Focus Features

Case Study

Category: Entertainment

Focus Features

Focus Features

Overview:


Focus Features tapped into college athlete influencers through Postgame to promote the launch of the movie 'Champions' starring Woody Harrelson. The goal was to generate interest among Gen-Z to watch a heartwarming story about a basketball coach ordered to manage a team of players with intellectual disabilities.


The campaign included over 500 college athletes across 100 universities - tasked with promoting the movie release through social media (Instagram and TikTok) with their own custom movie reviews and commentary. Additionally, over 100 athletes participated in movie premiers at select locations including Tampa, Miami, Austin, Los Angeles and State College (PSU).

The Challenge:


Focus Features was looking for an additional channel to reach Gen-Z sports enthusiasts to help promote the release of a movie starring Woody Harrelson. Reaching this specific type of Gen-Z 'customer' has it's challenges and can be prove to be an expensive ad buy across a limited number of channels (primarily social media - Instagram or TikTok) as well as being potentially ineffective through the use of traditional content creators / influencers.


The Solution:


A Postgame NIL Campaign leveraging hundreds of college athletes producing thousands of unique pieces of content (UGC) reaching millions of targeted fans and followers (primarily Gen-Z sports enthusiasts).


Focus Features

Campaign Execution:


Postgame tapped into our network of over 35,000 college athletes - making them aware of the opportunity to leverage their NIL (Name, Image & Likeness) to earn money in exchange for helping to promote the release of the film.


Recruitment consisted of a two parts 1). A nationwide opportunity for any athlete to participate regardless of sport, gender, location, follower count, etc. 2). A targeted opportunity for athletes attending colleges within specific cities to participate in on-site movie premiers.


Postgame spent two days recruiting athletes, communicating the opportunities via SMS, Email, In App and Push Notifications. Over 1,000 athletes opted-in to participate. Postgame then spent another two days distributing payment offers asking athletes to double opt-in to confirm their participation. Those who accepted immediately received campaign instructions including: what to post, when to post, how to post (tagging requirements, deadlines and more. Additionally, those that were eligible to attend movie premiers were provided additional instructions.


Over a three week period leading up to the launch of the film, over 800 athletes posted and/or attended premiers - resulting in millions of views across social media. Additionally, Postgame arranged for additional media/content creators to cover the movie premiers and used the 'highlight' content to further promote the film through our own channels (Instagram, PR, website, paid media).


After the launch of the film, Postgame provided Focus Features a full recap of the campaign including all relevant KPI's as well as an ability to leverage the 1,000's of pieces of content created by every athlete - for a predetermined period of time (licensing rights).

Earned Media

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Content Examples

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