It’s been 30 years since the first Blade Runner hit the cinema screens. Our challenge was to create a social and digital campaign that would make Blade Runner 2049 as accessible as possible to a new, younger audience, as well as reinvigorate original fans.
We used highly targeted Instagram and Facebook to display trailer, story and character focussed content, highlighting specific themes from the movie.
Snapchat was used for trailer and short film clips as well as geo-targeted filters. The focus on Snapchat was a World’s first ‘World Lens’ which featured a Blade Runner LAPD Police vehicle flying around.
We also made sure the film was reviewed well with the main sites and pushed influencer content out socially and through key sites to generate as much buzz as possible and drive ticket sales.
And to build even more anticipation, we amplified the first ever screening of the original Blade Runner film at the IMAX in London - pushing out content socially from the event of Ridley Scott and Denis Villeneuve.
The social campaign delivered over 15m video views and, across Facebook and Instagram combined, over 450k engagements. Per capita the UK performed as one of the strongest global territories with over £20m taken at the box office.