Warner Bros. Pictures The Flash

The Objective

Warner Bros. Pictures, one of the most established theatrical major worldwide, with successful franchises including the superheroes squad of DC, launched a campaign for its latest movie, dedicated to the iconic and truly loved comics hero: The Flash. The objective was to create awareness and hype on the movie release in Italy, as well as encouraging the community to go watch it in cinemas with a lower funnel flight.

The Solution

With the support of EssenceMediacom, Warner Bros. Pictures launched the first ever Branded Mission and Branded Effect within the theatrical industry in Italy. The activity leveraged a smart bundling approach to invite users to join the activity and share their “Day in a Flash”, covering the pre-release and the launch day to create hype and awareness on the cinema release day.

Through the participation of some official creators in the Branded Mission, Warner Bros Pictures was able to highly engage the community. They were asked to create teasing native content and official videos for the mission, sharing the story of their Day in a Flash.

The buzz created was capitalized through a conversion campaign that leveraged on creators’ assets to drive the community to a dedicated landing page, where they could find the closest cinemas to go watch the movie.

The Results

With 60M impressions overall, the campaign represents the first ever theatrical Branded Mission in Italy, creating a first important virtuous case for the whole industry that will be shared to upcoming industry events, representing a first milestone for the cinema industry on TikTok.

Warner Bros. Pictures fully embraced TikTok language, orchestrating a native campaign with the support of creators. The campaign represents a great success as it was able to engage the community in the content production, resulting in 7.2% Engagement Rate for Branded Effect, and generate an extremely positive sentiment overall, with +11 p.p. in Ad Recall and +16 p.p. in Movie Awareness.