The Industry Trust Collaborates with Snapfluencer TV
The UK film and TV industry’s consumer education body, The Industry Trust, has enlisted the services of Snapfluencer TV by ASTP to help drive its Eddie the Eagle ‘Moments Worth Paying For’ campaign. The Moments Worth Paying For campaign launched in February 2011 across cinemas nationwide (courtesy of DCM and Pearl and Dean) and is also supported by national out of home media by outdoor (via Clear Channel and Primesight). Independent tracking research by ICM revealed that those audiences exposed to the campaign were significantly more likely to pay for official film and TV than those not exposed to it.
As audiences find new spaces to communicate, the Moments Worth Paying For campaign also continues to evolve and target audiences in fresh and innovative ways, outside of the traditional cinema and out of home outdoor space. Targeting 16-24 year olds, 45% of Snapchat’s audience, the latest campaign focused on the home entertainment release of Eddie the Eagle. The Industry Trust worked with Snapfluencer TV who recruited prominent Snapchat users to communicate the Moments Worth Paying For message to their collective audience. Each Snapchatter was sent their own copy of the DVD, and broadcast their viewing experience to their followers via a series of 10 second clips which were live on their stories for 24 hours. By documenting the emotional build up and reaction to watching the film, the popular Snapchatters endorsed the Moments Worth Paying For campaign, inspiring viewers to enjoy film and TV via legitimate sources. Like the trailers, the influencers encouraged their audiences to visit the industry-funded film search engine, FindAnyFilm.com, which signposts them to legal content sources so they can book, buy and watch film and TV at their convenience. The Snapchat implementation as part of the Moments Worth Paying For campaign is another example of how the Industry Trust harnesses a multimedia approach to amplify its reach and influence.
“Snapchat offers an incredible opportunity for brands to get their message across creatively whilst working with influencers who have worked to build a loyal and highly engaged
audience. Brands and influencers can work together using the platform to target consumers in an exciting way. We are pleased to work with The Industry Trust and bring a new element to their existing Moments Worth Paying For campaign.” – Alex Packham, Founder & CEO at ASTP
“As the Moments Worth Paying For campaign evolves it’s important that we continue to engage audiences in relevant spaces. Snapchat is a great starting point for this, as a platform it has grown to 10 million UK users and is used heavily by 16-24 year olds which overlaps with the core infringing audience, making it a great platform for the Moments Worth Paying For campaign message and FindAnyFilm. Working with ASTP to execute a new element to the campaign has been great and exploring new social channels and platforms as part of the Trust’s work is something we will look at continuing in the future” – Sylvia Wan, Head of Audience Engagement at The Industry Trust for IP Awareness.