The launch campaign for the feature documentary film Humans of Pride, is a multi-faceted complex web of several value-adding awareness campaigns. We built this from the ground up, from the website and digital media foundation, to press wrangling and powerful strategic partnerships, this campaign is as grass roots as it gets.
Here’s a brief overview of xLab’s launch strategy for this extensive documentary project:
Digital Foundation:
Official Website - Link: Humansofpride.com
Social Media Foundation and Campaigning: Facebook, Instagram, Twitter, LinkedIn
Press:
Link: CBS News - Primetime Segment Link: PIX11 - Primetime Segment
Video:
Link: GoFundMe Documentary Teaser
Experiential PR:
Creating a spectacle at all the right events will create noteworthy buzz and credibility for a film production of this size, so that’s just what we did. In collaboration with city wide event producers, xLab was able to design an array of unique interactions for spectators to experience the films story before they actually see it.
Events:
Humans of Pride in partner with Pernod Ricard and Absolut, hosted a sponsored rooftop event in midtown that furthered Humans of Pride’s social media spike in the midst of production. The event was live streamed as well as filmed, and was accompanied by an interview for the movie itself for a raw behind the scenes filmmaking experience.
More information on the event can be found here - Link: Humans of Pride Launch Event
Gorilla Marketing:
We hit the streets old fashioned style in Fire island, Brooklyn, and Hell’s Kitchen, leaving our mark with timely photo-op Humans of Pride interactions and incentivizing collateral.
Behind the Scenes Live Streaming:
Designated social media producers live streamed from every film shoot, event, and set, for a strong behind the scenes narrative and foundation. The audience knows something went down but not what happened thus enticing their curiosity and investment into the story itself.
Strategic Partnerships:
Influencer marketing campaigns and brand partnerships through out the production increased both the films brand presence and value at all the right moments. Such campaigns will continue through the films release and the months that follow.
Creative Collaborations:
Humans of Pride partnered with the Billy Porter team to create a hybrid movie trailer and music video for the official WorldPride anthem, Love Yourself by Billy Porter. The video is set to release on October 11th, otherwise known as National Coming Out Day in America.
Other buzz worthy LGBTQIA+ community events happening that week such as the Supreme Court Ruling on Trans Rights in America, and CNN’s Broadcast of the HRC 2020 Presidential Candidates Town Hall, will further the spike in relevant national and international conversation.
Release Strategy:
The trailer will be accompanied by an additional PR campaign supported by Hollywood’s premier public relations agency, P.R-Dept, as well as Brooklyn’s own philanthropic PR focused, Good Rebellion. This will both enhance the value of the film to come, as well as incentivize competitive sponsor support for necessary post production and launch campaign phases.
The film and accompanying photo journal is set to release in Spring 2020. We’ll be touring its release at national and international pride events and film festivals throughout Spring and into Summer 2020.
For more specifics and/or early sponsorship inquiries, please reach out to media@xlab.productions or submit via the Humans of Pride website:
