Client

Pathe - Adulthood

The Challenge

Build on the success of the film's prequel, Kidulthood by meeting the film's aggressive £1m box office target, with a very small budget.

Strategy

Adulthood is a hard hitting film about London's urban street culture. Kidulthood was highly acclaimed and developed a cult following amongst the 'hoodie' youth community.

Our strategy was to generate excitement and anticipation by involving Kidulthood fans in the build up and launch of Adulthood.

Our strategy had 3 phases:

1 - Discovery

Infiltrate 'hoodie' communities and introduce the film to this audience

Provide them with information on how to participate

2 - Involvement

Give them access to unique content and an invite them to contribute to the film

Use music, fashion and street culture as gateway to the film

3 - Reward

Reward fans with a unique experience

Method Deployed

1 - Discovery

Outdoor and mobile infiltrated 'hoodie hangouts'

• Phone box campaign targeting skate parks, JD Sports and Youth areas
• Fly posters focused around music venues such as Brixton Academy etc throughout the UK in major conurbations
• Mobile activity included a series of ads on the Blyk seeding the story line through a series of video clips
• Bluetooth was also used to seed video content by targeting collages and urban estates
• All this activity sign posted the content hubs on My Space and Facebook

2 - Involvement

• A music competition ran on My Space where people could upload their own tracks for a chance to be featured on the film's soundtrack. This was supported by ads on specialist music sites.
• Promoted Adulthood in social media on Facebook using a Group Page a Fan Page and Profile Page. Exclusive content was available offering fans unseen footage and enter competitions only available to them, including an exclusive video commissioned by Noel Clarke who wrote, directed and starred in the film. This became a hub for fan interaction allowing them to share their thoughts excitement around the film's launch.

3 - Reward

• Not only did fans get a chance to have their music feature on the films sound track but also all members of the Facebook fan page had a chance to win tickets to the premier and after party.

Outcome

We smashed targets in the first weekend gaining £1,203,319 in the box office! Currently the film has grossed nearly £3.5million (the target was £1m!)

The Adulthood Fan page generated 39,397 Fans (20,000 in the week leading up to release) who wrote 1,480 comments on the fan sites wall and 73 film reviews.

The mobile activity generated 9,523 trailer downloads.

Return on Investment

For every £1 spent, we delivered £8 in revenue

People involved

Lesley Myers-Lamptey, Account Executive, BLM Quantum

Alasdair Nicholson, Marketing Manager, Pathe Films