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SENNA - The Movie

SENNA is a multi-award winning movie produced by Working Title and distributed by Universal. It is the highest grossing British documentary in the UK.

Working with Universal and the movie's acclaimed director, Asif Kapadia, we designed, delivered and managed the UK SENNA Twitter campaign through @SENNAmovie. After a successful launch, attracting over 6,000 followers, we transferred the activity to the US team for the release in North America. For a short while during the UK release SENNA was trending on Twitter, and the account appeared as a suggestion on Twitter's home page. We also delivered the SENNA movie channel on YouTube.

On Facebook, we generated 25,000 'Likes' during the UK release, promoting interactivity by reaching out to pages with similar interests. We also designed and integrated apps for critic reviews, worldwide trailers, UK screening locations and global competitions. We drove the activity for SENNA Day, when the movie was screened at over 300 cinemas across the UK, and hundreds of fans changed their Facebook profile picture to the SENNA poster.

We manage, edit and moderate the UK Facebook content, working with Organic, Universal's PR company, to maximise the movie's online reach, and Freud in respect of the print PR. We generated significant activity from early in the campaign, with 3,000 Facebook Likes within three weeks and 1,500 Twitter followers within two days, some three months before the movie's UK launch.

UK Blu-ray/DVD launch

In October 2011, we co-ordinated the messaging for the UK launch of the Blu-ray, DVD, downloadable formats and the SENNA soundtrack across Facebook and Twitter, including delivery of the DVD launch competition.

Sales of SENNA DVDs now total more than any other British documentary, at an amazing 600,000+ units!

Awards season

For the movie awards season, the success of SENNA demanded an editable 'Story so far' Facebook note, recording all nominations and awards, allowing us to share the up-to-date news on Facebook and Twitter as it came in.

Our BAFTA commentary was also extremely well received, and our social media coverage from the SENNA display at the 2012 Autosport Show updated fans on the progress of a live painting of the SENNA poster by the renowned artist Ian Cook.

Social Media Awards

"UK PR Campaign of The Year" at the SCREEN Marketing and Distribution Awards 2011.

"Pioneering and Innovation" Award at the AUTOSPORT Awards 2011.

"Marketing Initiative of the Year" (£3m-£10m Box Office) at the 2012 BVA Awards

Finalist for "Best Social Movie Campaign" at the 2011 Mashables.




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