IHC assisted the Sundance Film Festival with launching online as a digital experience, opening its doors to usher in a new audience and establish a welcome home for the independent creators of the future.
Overview
Sundance tasked IHEARTCOMIX to develop a social strategy around this year’s theme of Convergence. Our mission was to attract a younger and diverse audience to tune in and become part of the online conversation surrounding the beloved festival.
Despite going fully virtual, IHC was able to execute an exciting digital campaign that produced boundary-pushing content and drove digital dialogue that made this year’s event one to remember.
Tik Tok – Building Community
We launched Sundance’s official TikTok page, tapping into the next generation of film fans. IHC approached the platform in an authentic way with the goal of converting a new audience to the #Sundance experience.
To create our original, talent-centric videos we embraced native storytelling by combining creative short-form content, unique & diverse creators, and multiple Sundance themes
Creator Relationships
Week of the show, we partnered with creators to integrate Sundance into the culture of TikTok, releasing content that supported the New Frontier program, the Midnight-themed films, and some fan favorite films.
Influencer Ella Watkins to bring the Sundance Midnight theme to life and creatively illustrate some of the top films via original content pieces.
Starring comedian Reggie Watts, walked fans through famous Sundance pop culture quotes
Famous content creator Isaac Hindin-Miller walked fans through an exciting “How To Sundance From Home” experience.
Twitter – Start The Conversation
Twitter was IHC’s conversation vessel: we drove key discussions & celebrated big festival moments. Whether it was highlighting Sundance-themed snacks, emphasizing an especially fan-favorite film or festival-inspired nails, IHC adopted an always-on approach to engage with fans.
Launch: We introduced Benji and Ash’s personas to the Sundance audience: who they were, their Sundance experiences, and their unique characteristics.
Live: As Benji and Ash spoke to the audience, they focused on engaging with fans by liking and reacting to their tweets, re-tweeting talent, and using GIFs/images to share their reactions to films. As the festival adjusted to being solely virtual again, IHC checked-in daily with key Sundance staff to review how tweets performed and adjust conversations accordingly.
We developed a true-to-platform but also true-to-brand voice by establishing a persona that embodied your Gen Z/Millennial best friend film buff with a funny and quirky personality.
Total Reach:
Total Content:
IHC assisted the Sundance Film Festival with launching online as a digital experience, opening its doors to usher in a new audience and establish a welcome home for the independent creators of the future.
Overview
Sundance tasked IHEARTCOMIX to develop a social strategy around this year’s theme of Convergence. Our mission was to attract a younger and diverse audience to tune in and become part of the online conversation surrounding the beloved festival.
Despite going fully virtual, IHC was able to execute an exciting digital campaign that produced boundary-pushing content and drove digital dialogue that made this year’s event one to remember.
Tik Tok – Building Community
We launched Sundance’s official TikTok page, tapping into the next generation of film fans. IHC approached the platform in an authentic way with the goal of converting a new audience to the #Sundance experience.
To create our original, talent-centric videos we embraced native storytelling by combining creative short-form content, unique & diverse creators, and multiple Sundance themes
Creator Relationships
Week of the show, we partnered with creators to integrate Sundance into the culture of TikTok, releasing content that supported the New Frontier program, the Midnight-themed films, and some fan favorite films.
Influencer Ella Watkins to bring the Sundance Midnight theme to life and creatively illustrate some of the top films via original content pieces.
Starring comedian Reggie Watts, walked fans through famous Sundance pop culture quotes
Famous content creator Isaac Hindin-Miller walked fans through an exciting “How To Sundance From Home” experience.
Twitter – Start The Conversation
Twitter was IHC’s conversation vessel: we drove key discussions & celebrated big festival moments. Whether it was highlighting Sundance-themed snacks, emphasizing an especially fan-favorite film or festival-inspired nails, IHC adopted an always-on approach to engage with fans.
Launch: We introduced Benji and Ash’s personas to the Sundance audience: who they were, their Sundance experiences, and their unique characteristics.
Live: As Benji and Ash spoke to the audience, they focused on engaging with fans by liking and reacting to their tweets, re-tweeting talent, and using GIFs/images to share their reactions to films. As the festival adjusted to being solely virtual again, IHC checked-in daily with key Sundance staff to review how tweets performed and adjust conversations accordingly.
We developed a true-to-platform but also true-to-brand voice by establishing a persona that embodied your Gen Z/Millennial best friend film buff with a funny and quirky personality.
Total Reach:
Total Content:
