MIDWAY
CLIENT PROFILES
The Movember Foundation is the leading charity promoting men’s health. The charity hosts an annual Movember campaign in which people raise funds and awareness for men’s health issues through peer-to-peer fundraising on Movember.com.
The Hawaii Tourism Authority (HTA) provides comprehensive management of tourism for the State of Hawaii. They are the state’s official source for information on tourism market research, partnership opportunities, industry news and timely updates during emergency situations.
PARTNERSHIP OVERVIEW
In November 2019, the film Midway partnered with Movember to help raise funds for charities related to veterans’ mental health and well-being. The program was incentive-based, encouraging people to sign up to raise funds for Movember and be entered to win Midway-related prizes, including advance screening tickets, promotional items and a grand prize trip to Hawaii. Prizing was provided by Elevation Pictures and Hawaii Tourism in partnership with Flights.ca and United Airlines.
PROMOTIONAL SUMMARY
October - November 2019
Grand Prize:
Win a trip for two to Waikiki!
Help Movember & Midway raise funds for veterans and be entered to win a trip for two to Hawaii, with travel provided by Hawaii Tourism, Flights.ca and United Airlines.
Secondary Prizes:
Win advance screening tickets to see Midway, provided by Elevation Pictures.
CAMPAIGN ELEMENTS
2 x posts on Facebook (75.5K followers)
2 x posts on Twitter (19.8K followers)
+ Boosted post
SOCIAL MEDIA
Featured on the Canadian homepage in the rotating title tiles from October 25 - November 1, linking to a dedicated page about the partnership and movie, as well as contest and prizing.
1.6M unique visitors
WEBSITE
3 x Movember newsletters:
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2 x e-blasts to full email database
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1 x e-blast to 2019 participants
NEWSLETTER
TICKET PROMOTIONS
Advance screening ticket promotion:
Provided advance screening tickets as incentives to highest value corporate fundraising teams.
Run of engagement ticket promotion:
Hosted a social media contest to win tickets to see Midway during its theatrical run.
Elevation Pictures designed and produced co-branded postcards and beer koozies for distribution at the following events:
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Movember Toronto launch event
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Toronto street team sampling
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Toronto and Vancouver Undie Run
SAMPLING
Created 30-second ad promoting Midway and the chance to win a trip to Hawaii.
Ad was run on select Rogers radio stations across Canada a total of 863 times during the promotional period.
RADIO
CAMPAIGN SUPPORT
SAMPLING
Elevation Pictures designed and produced 2,000 postcards and 500 beer koozies for sampling at Movember events.
OUT-OF-HOME
Movember call to action included in Midway out-of-home advertisements in Toronto, Edmonton, Calgary, Winnipeg and Ottawa, including:
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Digital highway boards
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Superboards (+ Digital)
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Digital transit station boards
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Digital city boards
TALENT SUPPORT
Secured Roland Emmerich for an "In the Barber's Chair" photo that was used to help promote Midway and the Movember partnership via social media.
TV SPOTS
Incorporated a Movember call to action at the end of Elevation Pictures' 30-second TV spots for Midway, broadcasted on conventional TV programs and specialty channels.
TICKET WEBSITE
Movember partnership and contest was highlighted on the Midway ticket website.
Over the course of the campaign, the site saw approximately 29K unique visitors.
SOCIAL MEDIA
Promotional support via organic and paid posts on the following:
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Facebook (38K followers)
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Instagram (6K followers)
ADVANCE SCREENINGS
Elevation Pictures created a 30-second ad spot that played before advance screenings of Midway that were held in 8 Canadian markets. Branded postcards were also distributed to attendees.