Flixster draws crowds to Orange BAFTAs
The Challenge: Getting young people involved
Orange wanted to encourage a youth audience to become more actively engaged with this year’s BAFTA Film Awards. This age group loves film and many film communities have developed online. One of the largest active communities in the UK to emerge is Flixster, a social network built around film with an audience of 1.2 million unique users in the UK generating 18 million page impressions per month. This audience extends to 2.2 million overall, thanks to Flixster having one of the most popular applications within Facebook.
Our Strategy: Fitting in on Flixster and Facebook
An Orange ‘hub’ was created on both Flixster.com and within the application on Facebook and provided the perfect platform to promote all three elements of Orange’s sponsorship which included 60 Seconds of Fame, Star Award and live coverage of the Red Carpet with Myleene Klass. Users could choose to watch show reels of this year’s Orange Rising Star nominees and vote for their favourite. They could take part in a quiz to win tickets to the BAFTAs. Or they could watch interviews on the red carpet. Integrated navigation buttons on all pages made it extremely easy to find the exclusive content and increased Orange’s presence on both the website and the application.
The results: And the award goes to...
Over 220,000 unique users visited the Orange Hub over a period of six weeks. More than 50,000 people took part in the quiz inviting on average 21 of their Flixster or Facebook friends to compete against them and beat their score. In total, the activity drove 10% of the total traffic to the official Orange BAFTA Film Awards microsite.
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