CAMPAIGN UK Film Council moves away from mainstream

The online initiative myfilms.com is part of a major UK Film Council drive to increase the viewing of non-mainstream films at the cinema by tackling the three main barriers: access, awareness and information. Read on...

Myfilms: positioned as authority on films
Myfilms: positioned as authority on films

Campaign: Launching myfilms.com
Client: UK Film Council/Sledge
PR team: Braben
Timescale: January-April 2007
Budget: Undisclosed

The site provides news, features, for-ums and interactive components, as well as a tool to help would-be cinema- goers find films showing in different locations. It also aims to increase cinema admissions by 40 per cent over the next three years. Braben was briefed in December 2006 by Sledge and the UK Film Council to support the April launch of myfilms.com.

Objectives
To make myfilms.com the destination of choice for anyone interested in film in Britain.

Strategy and plan
Commentators such as film critic James King and television presenter Konnie Huq were used to drum up interest with key trade titles such as Variety, Screen International and on MediaGuardian online.

Braben then commissioned a study examining the relationship members of the British public have with films. One theory was that individuals fabricate and embellish the list of films they have seen. Braben developed a news hook called ‘Film Bluffs’ that unveiled the top films people claim to have watched, the ones people drop into conversation to impress and the ones they like, but don’t want to admit to liking.

The survey stimulated discussion that positioned myfilms.com as the authority on how UK consumers relate to film. Braben also placed features on Marie Claire Online charting top film typologies and worked with an established psychologist.

Measurement and evaluation
The resulting coverage saw 50 pieces generated off the back of the survey alone, with a full page in the Daily Star and Daily Mail, and substantial coverage in thelondonpaper, Metro, The Daily Telegraph, The Times and the Daily Express. Myfilms.com’s creator and spokesperson, Tom Beaumont-Griffin, conducted interviews for Radio Five Live, BBC Asian Network, Heart 106 and Sky News Radio.

Beaumont-Griffin said the project demanded ‘expertise in promoting digital brands and a track record in the media and entertainment industry’.

Results
The campaign generated more than 80 pieces of print, broadcast and online coverage. This provided 143 brand mentions for myfilms.com, 112 of which included website access details.

All this led to a 400 per cent boost in traffic on the day that the story hit.

It established an online community through which UK Film is now able to achieve the overall objectives of the project.

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