Campaign Overview
We were involved in all elements of the film's campaign from festival strategy, to theatrical and broadcast. During this campaign, I designed the engagement and impact campaign and implemented content and digital strategies for each phase of the film's release. Building on these early findings, we developed legislative initiatives, digital products, content and events, and partnerships.
Campaign Elements:
Partnership Development
Digital Strategy and Consultation
Content Strategy
Product Development
Audience Development and Engagement
Special Events
Special Projects
Highlights & Results:
Developed digital strategy, including website, online audience development, and community management. Following launch continued on as a digital consultant, tracking progress and providing realtime feedback and audits.
Developed key partnerships to help amplify the UN Projections special project, also known as illUmiNations and later the Empire State Building Projections
Collaborated with Human Society U.S. and Human Society International to pass legislation around the ban of the trade of shark fins in three key states: Texas, New Jersey and Rhode Island.
Organized and managed a Racing Extinction booth at Earth Day Texas Festival with OPS
Collaborated with OPS, Discovery, and partners to organize a 24 hour Twitter Chat around the film's broadcast premiere
Developed and implemented the Racing Extinction Challenge,overseeing the development of gameified online portal, swag, and audience engagement. Recruiting over 10.000 people, it was adapted for important milestones and commemorative days following the broadcast