The campaign
It's not a lie....if you believe it. Operation Avalanche is a fake documentary about a NASA conspiracy to fake the moon landing. It was also an exclusive for Tribeca Shortlist making it a high priority movie to promote.
I developed and led our promotional strategy, and tactical execution including:
- Positioning the movie to take advantage of the "Fake News" cultural climate by leaning into the perception that it could be real
- Creating a holistic promotional campaign across organic social, paid social (Facebook and Instagram including Instagram Stories), on-site merchandising, CRM public relations and paid media
The results
- Record breaking performance! Operation Avalanche became the first Tribeca Shortlist exclusive to hit the top 20 movies streamed in less than a week
- Video streams 257% higher than for any other exclusive movie