Baby Driver is a 2017 action film produced by SONY Pictures.
At Spinnaker London, we were tasked with ensuring that the blockbuster made as big of a splash in the film pool as possible using generation targeting, social media, influencer marketing, digital platforms, and design competitions.
We created a highly targeted digital campaign that focused on younger audiences and digital platforms. The content was outreached via influencers and media partners as well as owned channels, Facebook, Twitter, Tumblr, YouTube, and Snapchat.
Alongside the core campaign, we partnered with Poster Spy and asked members of the public to submit their own fan art for the film.
Members of this design community responded with their highly detailed versions of the film poster, which was met by an unprecedented response from fans. These were, in turn, outreached via the same media partners reinforcing the ‘artistic originality’ messaging.
The Instagram stories Fan Art competition in partnership with LADBible delivered over 2.2 million impressions whilst the red carpet treatment on Instagram stories delivered over 200,000 engagements at a rate of 11.13 per cent.
Total video views across Facebook, Instagram, and YouTube were in excess of 16 million. The film was a big UK box office success with over £12 million taken.