For the digital and Blu-ray release of Allegiant, I developed a partnership that connected the film with Factorie’s young fashion audience and gave customers a reason to take part, not simply notice another promotion.
What was the challenge?
The release needed relevance and visibility with a younger audience across Australia and New Zealand. The campaign also had to work across a large retail network, digital channels and social content, with a prize that felt true to the film’s spirit of adventure.
What did I do?
I brought Factorie and Busabout into one partnership idea. Factorie provided reach through more than 170 stores, its website, email and social channels. Busabout added a trip for two to Cambodia, turning the release campaign into a real-world adventure people wanted to enter.
How did people take part?
Customers were invited to share their own adventure-themed images on Instagram. That simple action connected the film, the retailer and the travel prize, while generating consumer content that could live beyond the in-store display.
What was delivered?
- A promotion across more than 170 Factorie stores in Australia and New Zealand.
- Support across Factorie’s website, email database and social channels.
- An Instagram-led customer participation mechanic.
- A Busabout Cambodia trip for two as the campaign prize.
Why did it work?
Each partner had a clear reason to be involved. Factorie brought the right audience and retail footprint, Busabout made the adventure promise tangible, and the film gave the campaign its story. The result was a joined-up retail and social activation rather than three disconnected brands.
What does this show?
Audience-led partnership development, retail marketing, promotional strategy and the coordination of multiple partners across channels and markets.
