Brandmovers launched a two-stage campaign in the lead up to the release, with a hashtag promotion leveraging the Dead Men Tell No Tales teaser trailer shown during Super Bowl LI and a photo upload campaign for two months prior to the movie release.
How it Works
The hashtag promotion encouraged users to tweet using #PiratesSweepstakes for a chance to win a trip for two to the premiere, with the winner being selected at random using Brandmovers’ Twitter aggregation platform. The photo contest asked users to post a photo to Twitter or Instagram of themselves with their favourite POTC memorabilia to win a family Disney cruise vacation.
The Super Bowl promotion had over 25,000 entries creating more than 46,000,000 impressions. The photo contest had over 10,000 uploads split equally across Twitter and Instagram, generating over 7,000,000 impressions.