CASE STUDY:

NIGHTINGALE







TASK

Create and execute an integrated marketing campaign for the HBO Film, Nightingale. Using performance art as a pathway to connect audiences to the film.

Build buzz and engagement for the film across multicultural audiences and millennials by amplifying with social media conversations and press coverage.

ANSWER

A captive audience of over 220 guests made up of film talent, tastemakers, influencers and press came together for the premiere screening reception of the HBO Film Nightingale, at the Artbeam in New York City.

After an introduction by Director Elliot Lester, 4 actors rose to the stage to perform monologues from the Nightingale script that did not make it onto the film.

Immediately following the film, guests were introduced to the Q&A portion of the evening, which was moderated by filmmaker and journalist, Neil Drumming. Director Elliott Lester, actor David Oyelowo, and Neil Drumming sat down to discuss the film, the art of the monologue, diversity in film, and much more, which was followed by questions from the audience.

RESULTS

  • 11.9MM+ social media impressions at premiere screening
  • 1,590 tweets and Instagram posts mentioning #NIGHTINGALE garnered over 47.8MM social media impressions on premiere date
  • Over 34.6MM press impressions to date
  • The HBO Original Film has delivered 3MM viewers across all Linear/OD/GO/NOW viewing