The challenge with Hunt for the Wilderpeople was to mobilise the masses to take a specific action – watch the film on opening weekend.
Theatrical film release numbers are plummeting for local films as the cost becomes increasingly prohibitive for average Kiwis. The challenge with Hunt for the Wilderpeople was to mobilise the masses to take a specific action – watch the film on opening weekend. We needed to create the right kind of anticipation and expectation, as well as interaction, to move people to part with their cash to see Taika Waititi’s latest film.
A strategic online engagement campaign with project partners including Air New Zealand, the New Zealand Defence Forces, DOC, Forest and Bird, Swazi, Tuatara, Kiwibank, Phantom, Trade Me and Swanndri to leverage databases with branded content. This took the campaign beyond social media platforms and sponsorship leverage to a new sphere. The online engagement helped boost media interest in standard publicity coverage; television advertising and street campaigns followed the online push.
Hunt for the Wilderpeople won Best Independent Marketing Campaign at the 2016 NZ Motion Picture Industry Council Awards.