The military community is a powerful endorsement for films that celebrate service. Roadside Attractions engaged We Are The Mighty to leverage our unique understanding of and access to this community. Through a mixture of consulting, custom content, targeted display advertising, influencers and word of mouth activation, WATM converted millions of active duty, veterans, and their families into film ambassadors.
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THE MIGHTY APPROACH
Reaching the military audience in an authentic and native way was critical to maximizing the film's potential. We were able to structure our plan across the breadth of the digital publishers (and adjacent properties) and nonprofits that serve our military community. Strategically, we used access to first party data mapped onto assets we built and distributed throughout our media partners. We were able to show major success and keep all cost per user metrics below industry averages against our core demographics.
- Consulting — understanding the military community
- Custom content - branded video productions and articles
- Targeted display and pre-roll advertising - across military-related digital publishers
- Influencers - through the nonprofits who serve our space
- Word of mouth activations - screenings at important events
We helped ensure language and imagery in Roadside’s marketing showed an understanding of the military community (e.g. “airmen” instead of “soldiers” when referring to members of the Air Force). And advised on screening locations based on events (more in “WORD OF MOUTH ACTIVATIONS”) and military installations that fell into important themes of the movie (e.g. screening at Lackland AFB where there is a Pararescue Indoctrination Course named after “Pits”).
A team of veteran content creators wrote articles and built branded videos delving into additional components of the film’s backstory, its social issues, and to commemorate the service of those who fought at the Battle of Abilene. These additional content pieces allowed for further distribution of the campaign into the military community.
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TARGETED DISPLAY & PRE-ROLL ADVERTISING
We used access to first party data of the military community mapped onto assets we built and distributed throughout our media partners. We were able to show major success and keep all cost per user metrics below industry averages against our core demographics.
We used our relationships with the major nonprofits serving the military community to access mentions of the film in national newsletters and the influential leaders in these organizations to help drive members to screenings and ultimately to the release in theaters.
WORD OF MOUTH ACTIVATIONS
We used our relationships with the major nonprofits serving the military community to access mentions of the film in national newsletters and the influential leaders in these organizations to help drive members to screenings and ultimately to the release in theaters. Below are images from two of those events.
Images below are from a screening held at the beginning of the Run For The Wall, the largest and longest organized cross-country motorcycle run starting in Ontario, CA and ending at the Vietnam Veterans Memorial in Washington, D.C. Once in D.C. we held a follow up screening for all the veterans gathered along the way. The purpose of the ride is to educate future generations on the importance of accountability in wartime actions, emphasizing that no one should be left behind. We interacted with a lot of our military community who deal with PTSD while at these events, which is a prevalent theme throughout the film.
The images below are from the red carpet premiere of the film where we invited prominent members of the military community in Los Angeles, and helped drive more awareness.
DELIVERY AND PERFORMANCE METRICS
Through our efforts across curated screenings, digital display throughout the military community, influencer activations, and content creation, we were able to deliver quite an impressive campaign results that carried from theatrical release all the way through home video
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