Vizeum helps create powerful momentum on Twitter ahead of the highly anticipated release of The Tragically Hip cinematic music documentary, Long Time Running
05 Jul 2017
To power the launch of the music documentary Long Time Running, which traces the momentous cross-country tour of The Tragically Hip after the band’s announcement of their final tour, our agency Vizeum brought together two of its clients, Elevation Pictures and Twitter Canada, for an epic movie trailer release on Canada’s 150.
The multichannel execution which spans social, mobile and OOH, includes exclusive access to the film trailer via Twitter. The much awaited trailer has been set to go live just in time for Canada Day. Twitter has been granted a 24-hour window starting at noon on June 30th to launch the trailer on the @TwitterCanada handle. This is the first time a film trailer has debuted via @TwitterCanada account.
Simultaneously, the OOH execution features a 12-hour domination of the Yonge & Dundas Square digital Clear Channel board on Canada Day, which is the largest single LED in Canada able to handle all of the newest tech including full live streams, social integrations and mobile engagement. The activation will feature on-screen live tweets via DIVE. This gives the documentary trailer 100% ownership of the space during a high-traffic period. The campaign is also supported by premium Twitter products to further amplify The Hip’s final tour film release.
There are additional plans to work together to further promote the film when it is released in theatres this fall.
This campaign builds on the successes of Vizeum’s media and entertainment practice. According to Vizeum president Adrian Capobianco, “We’re proud of this original idea and execution that showcases our ability to connect clients together as partners – In a way that helps them both achieve their objectives. This is a major cultural moment for Canada and our clients are part of it in a smart and seamless way.”
Media in Canada, Elevation Pictures teams with Twitter to promote The Hip (PDF)