Eventful, the latest Go Local Awards finalist to be featured here, borrowed a technique often used for film trailers to promote a new TV show, Fox’s “Sleepy Hollow,” with tremendous results. The program used digital media to created a competition among cities for which would get to host a preview of the new show.
Eventful’s Holly Anderson shared some of the campaign’s results — 30,000 participants, 18 million social impressions, 1 million trailer views and 35 million digital media impressions.
“And 31 percent of the 30,000 participants shared their voting on Facebook and Twitter,” Anderson said.
Anderson said campaigns like this work well for higher-engagement type films and TV shows — think comedy, scifi and horror. One event derived from the campaign drew 4,000 people to view a screening in a cemetery. And yes, the Headless Horseman was in attendance.
The Go Local Awards winners will be announced next week at BIA/Kelsey’s Leading in Local: The National Impact conference in Atlanta.
Watch this video to learn more about Eventful’s finalist entry in the Go Local Awards.