Drive Sober or Get Pulled Over x Fandom
Fake Movie Launch Promotes Mass Awareness of the Risks of Drunk Driving During the Holiday Season
Campaign Overview
Fandom, in support of the Drive Sober or Get Pulled Over campaign, developed a 360-degree marketing campaign for a fictional feature film, ‘Collision Point’, integrating the powerful message, ‘Drunk Driving Will Change Your World’. Guided by insights from Fandom’s proprietary data, FanDNA, we engaged the target audience of M/21-34 through the lens of a conceptual Sci-Fi film, depicting how a choice to drive under the influence can irrevocably alter lives. The faux “film” starred actor/influencer, Page Kennedy, whose following over-indexes for the target M/21-34 demo, highly engaged with Page’s upcoming “film” and subsequent campaign messaging. Collision Point, marketed like an upcoming full-length feature film premiering during the holidays, aimed to authentically connect with M21-34 to promote the campaign’s powerful message.
360 Campaign Overview:
Launched Collision Point “Feature Film” inclusive of:
- Movie Trailer
- Teaser Trailer
- Featurette
- Influencer + Social Amplification
- Movie Poster
- Custom Wiki Page
- TV Guide Article
- High Impact Media
Campaign Objectives
- Drive mass awareness of the risks of drunk driving
- Authentically connect with M21-34 during the winter holiday season
SUCCESS METRICS
M+
Impressions Delivered
M+
Video Views
%
Engagement
About The Partner
The Drive Sober or Get Pulled Over campaign aims to educate people about the dangers and consequences of driving drunk. The goal is to eliminate this risky behavior on our nation’s roadways and save lives.
