THE POSITION:
YOU'VE NEVER SEEN ANYTHING LIKE HUNDREDS OF BEAVERS
To generate momentum with very little advertising budget, we had to turn the movie into a can’t-miss event via earned media and guerrilla marketing.
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Seeding an International Sensation
Hundreds of Beavers
Brand Strategy
Campaign Strategy
Guerilla Marketing
Integrated Campaigns
Media Strategy and Buying
Black and white, no
dialogue, no stars:
No chance.
When the SRH-produced movie HUNDREDS OF BEAVERS was declined by distributors for being “too difficult to market,” we took that personally.
$150k
Production
budget
$1M
Box office
… so far
$37k
Total
ad spend
50+ Million
impressions across paid & earned media
THE STRATEGY:
CHAOTIC SNOWBALL.
With only $20,000 in budget to start, we needed every phase of the campaign to build momentum for the next, so that eventually it would spiral out of control.
- COMMAND ATTENTION
- LEVERAGE FAME
- AMPLIFY WOM
- BREAK INTO CULTURE
COMMAND ATTENTION:
THE GREAT LAKES ROADSHOW
5 filmmakers in a van, 15 cities, 100’s of fans. Using an all-out blitz of on-the-ground guerilla tactics, local and national PR, and in-theater advertising, we sold out 85% of screenings in the Midwest.
LEVERAGE FAME
Our antics and PR efforts caught the attention of major critics, resulting in coverage from major press outlets like the New York Times.
This resulted in more theaters across the country booking the film.
AMPLIFY WORD OF MOUTH
Why would you take OUR word
for it? Repost any and all third
party validation.
BREAK INTO CULTURE
We released a now-famous series of parody posters, which were reshared hundreds of thousands of times.
THE RESULT?
Hundreds of Beavers has developed legions of fans around the world, and the movie has grossed nearly $1 million dollars on a $150,000 budget.
