Consulting
A Case Study
Market: Sundance Film Festival
Timeline: September 2003 to January 2006
The Hollywood Reporter approached us with a request to increase brand awareness at the 2004 Sundance Film Festival.
Sundance Film Festival
Research: We flew to Park City, Utah to meet with local merchants, the Sundance Institute, Park City Television and local vendors to get the lay of the land.
Potential Obstacle: The Sundance Film Festival is a major hub for guerrilla marketing. The Sundance Institute, which puts on the festival, opposes any sponsors partaking in guerilla marketing techniques during the festival.
The Plan:
Issue Distribution
To target more vendors and double distribution of daily magazine issues by adding 15 more distribution locations.
Regional Cable Show – “In the Can”
We decided to approach a local television station to produce a five-minute segment called--The Buzz--on a one hour show called: “In the Can.” The five-minute segment covers acquisitions, distribution and film reviews during the ten-day film festival. We also opted to produce a low budget 30-second television spot, to air 99 times during the festival. The station airs “In the Can” five times daily.
Sponsorship of Major Locations
We negotiated barters for two prime festival hot spots. One being “The Premiere Lounge” and the other being “The Village at the Lift.” Added visibility by setting up a Gobo light of The Hollywood Reporter at The Premiere Lounge and “The Silver Queen Hotel” on Main Street.
Park City Transit Buses
Buses are the major transportation during the Sundance Film Festival. Our suggestion was to purchase banners in every Park City Transit bus.
The Results:
The Hollywood Reporter was extremely happy with the results of Creative Momentum’s marketing efforts. We were hired again for two consecutive years following the 2004 Sundance Film Festival. For the 2006 Film Festival “The Buzz,” which was produced by Creative Momentum’s Marion Trent, has gone national and aired on the Sundance Channel’s show called “Festival Dailies".