ClientParticipant Media |
TypeEntertainment & Movie Industry |
|---|
Most award-winning documentary of 2009 explores the impact of a Japanese fishing village
The Cove follows a high-tech dive and documentary team investigating the international dolphin capture trade in Japan. Participant Media recognized the strong need for culturally relevant experience in addressing this sensitive topic among Japanese audiences.
btrax's native Japanese team moved quickly to capitalize on a spike in media interest around The Cove, creating localized content as the film collected accolades at film festivals around the globe. To engage the Japanese community in meaningful discussion around the film, btrax created a social media campaign for the most popular platforms in Japan.
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Challenges
- Culturally relevant online presence for effective distribution to Japanese audiences
- Carefully tailored wording to convey the right tone and message about the documentary's sensitive topic
- Effective use of social media to reach potential audiences directly
btrax Solutions
- Japanese splash page to promote the site to audiences in time for the Academy Awards ceremony
- Localized Japanese web pages to aid the film's distribution and viewership
- Planned and managed an engagement campaign on the top Japanese social media platforms
- Built a community of film supporters and maintained communication with them
- Creation of a custom blog and PSA video translation to provide another layer of detail to audiences
- Post-film premiere monitoring of social media buzz
- Continually updates to the site and blog by our Japanese content team
Results
- Sellout screenings led to the film being picked up by 40% more theaters
- Consistent ticket demand influenced theaters to extend the film's run by several weeks
- Inspired an open forum at Kyoto Cinema and a panel discussion in Tokyo
- Mentions by celebrities such as Leondardo Di Caprio (http://www.leonardodicaprio.org/), Jennifer Aniston and Robin Williams
- Increased Twitter audience by 200% in one month
- 150% growth of the Japanese audience on Japan's #1 social media
- More than 100,000 views in less than 7 months
- Renowned British graffiti artist Banksy creates an art piece inspired by The Cove
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