A month or two ago, Warner Bros tasked us with promoting the launch of the latest Guy Ritchie spy blockbuster The Man From U.N.C.L.E on Instagram. They wanted to make people aware of the film’s release and create traction using a competition mechanic, but do it in a way that brought what was originally a 60s TV series to a younger digital audience.
We decided to experiment a little with the Instagram platform and, what with the spy theme and everything, it felt appropriate to set fans a mission: regram the image and, using the filters on their phones, find the secret message hidden inside.
The post received great engagement from fans far exceeding the usual rates for the Warner Bros UK account. It was also shared on a number of Henry Cavill fan accounts, which significantly increased its reach.
The campaign was included on Brand Republic as the feature element of its 18:05 news bulletin.
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