Fate Of The Furious Premiere Social Activation
With The Fast and The Furious franchise making its first ever premiere at Radio City with 2017’s “F8,” Universal Pictures came to me asking for a joint social campaign that would highlight the film’s story of coming to NYC.
- Over 15 million social impressions in less than 24 hours
- Radio City was 2nd highest social content driver for the event
- Global trending topic on twitter
No other landmark represents NYC like the classy and elegant Radio City Music Hall. Our goal was to immerse Radio City within the speed and ferocity of the Fast and Furious universe.
Social images depicting cars in the air, Radio City being blurred, and more were highlighted across Radio City's social channels and subsequently shared across Universal and F8's social channels. In addition, I worked together with the Universal team in creating a number of onsite social activations to create social buzz beyond the local footprint including:
- Producing multiple Snapchat geofilters for the fans
- Whitelisting Radio City's Snapchat account for primary placement in a national Snap story for the premiere
- Working alongside artists featured in the soundtrack to create content for F8 and Radio City's channels
- Working alongside Facebook in pushing traffic from Radio City's socials to the official Facebook livestream on Universal/F8's page
- Post-event content in conjunction with the Universal digital team for promoting the US theater date
- Arranging amplification of content across artist, promoting partners, and various social media influencer accounts
The premiere would generate over 15 million social impressions in less than 24 hours, with Radio City being the 2nd highest driver of traffic (behind Universal/F8's accounts), content shares across various high value influencer accounts, and the event becoming a global topic on Twitter.
