Wednesday, March 14, 2012

CASE STUDY: shedding new light on The Rhode Island International Film Festival’s Oscar Night® America

CASE STUDY: shedding new light on The Rhode Island International Film Festival’s Oscar Night® America

The Client:
FLICKERS: The Rhode Island International Film Festival’s presentation of Oscar Night® America Providence; Rhode Island’s exclusive Oscar events officially sanctioned by the Academy of Motion Pictures, Arts & Sciences (one of only 49 official Oscar night parties in the United States).

The Goal:
To achieve media placements, build awareness through a social media campaign, create local marketing initiatives to promote the events, and develop a more powerful front-of-house experience for guests and the media at the event.  

Our Work:
Miamore Communications developed a campaign that combined traditional press outreach, marketing and social media initiatives. We created a national hook by emphasizing and promoting a local Oscars nominee. Marketing initiatives included the establishment of a cross-promotional program involving local restaurants and a Facebook promotion in conjunction with the state’s largest magazine, Rhode Island Monthly.

The Results:
Social Media:
While under the direction of Miamore Communications, the Rhode Island International Film Festival’s social media engagement increased by 1,031% over the previous month. Post interactions increased by 82% compared to the organization’s premiere annual event, the Film Festival period in August of 2011.

Editorial Placements:
From January 1, 2012 until February 29, 2012, Oscar Night® America Providence received more than 14 million impressions in print, broadcast and online media:

·             298,463 broadcast impressions
·             9,890,609 web impressions
·             3,864,797 print impressions


Placements included:

·          USA Today
·          KTVU (San Francisco)
·         The Associated Press
·         The Boston Globe
·         The Times-Picayune (New Orleans)
·         The Arizona Republic
·         KTVU (San Francisco)
·         San Antonio Express News
     ABC6 Providence/New Bedford
·        The Providence Journal
·        Rhode Island Monthly
·        The Rhode Show
·       WPRO FM Radio
·       CBS12 Providence/New Bedford

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