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DMA: Data and Marketing Association
Consumer Help
best-use-of-social-media

No Metro

Agency: SHACKLETON    •    Client: Sony Pictures Spain    •    Category: Best use of Social Media    •    Award: Certificate

Ghostbusters was back on our cinema screens after 20 years, and we had to devise a special action to promote the release. The challenge? To create and develop a campaign that could communicate the release of the new film and at the same time attract the attention of both the fans of the first sagas, as well as a new generation.

Campaign Objective

We wanted to show that ghosts were literally arriving at the city. Using the most iconic elements of the film, the soundtrack and the logo, we created an experiential action specifically targeted at the more adult public who already knew the film franchise. Strategically, we uploaded a video of the action to social media, with the objective of reaching a new generation – a generation who get their information and interact on social networks. We knew that if we could manage to make an impact on the youngest members of society, the promotional video of the film would go viral. Furthermore, to capture the attention of the media, we took advantage of the fact that the release of the film coincided with several of the city’s metro lines being closed for work, informing them, via the video of the action, that we had evidence that “paranormal phenomena” were responsible for the closure of the lines

Target Audience: 

No Metro is a ghost train that you can hear, but you cannot see. There are loudspeakers and hidden cameras located in the busiest metro station in the city. Passengers are waiting for their train. We start our progressive sound programme that accurately reproduces the sound of the metro: the train approaching, the brakes, the doors opening, the doors closing, the train leaving the station. Just like a ghost! Passengers could hear it but they couldn’t see it. And at the peak moment of surprise and expectation, the legendary Ghostbusters sound track begins to play while the display panels in the station announce the remake of the film. The video was shared across social networks, announcing the existence of paranormal phenomena in Madrid’s Metro.

The Execution

We wanted to show that ghosts were literally arriving at the city. Using the most iconic elements of the film, the soundtrack and the logo, we created an experiential action specifically targeted at the more adult public who already knew the film franchise. Strategically, we uploaded a video of the action to social media, with the objective of reaching a new generation – a generation who get their information and interact on social networks. We knew that if we could manage to make an impact on the youngest members of society, the promotional video of the film would go viral. Furthermore, to capture the attention of the media, we took advantage of the fact that the release of the film coincided with several of the city’s metro lines being closed for work, informing them, via the video of the action, that we had evidence that “paranormal phenomena” were responsible for the closure of the lines.

The Stats

It’s 10:30 am, at a Metro station in Madrid. Earlier, before the doors had opened, we had placed loudspeakers strategically all along the platform, and hidden cameras in different points of the station, and settled down to wait. When the passengers are on the platform the previously created sound system is activated. Little by little people start to hear the sound of a train approaching through the tunnel, but they can’t see anything. A wall of sound makes its entrance, blasting into the platform. It comes to a halt. Doors are heard opening and closing. The train sounds its whistle before leaving the station. And yet, they still see nothing. Then, when it seems that a ghost train has left the station, music starts to play – it’s the Ghostbusters’ film soundtrack, revealing the true nature of the action and the arrival of a new film is announced through a message on the station’s illuminated display panel. We shared the video of the action across social networks. After a few days, it went from being a paranormal phenomenon on Madrid’s Metro to a viral phenomenon.

The Results

In less than 3 days, with zero advertising investment, the paranormal phenomenon became a viral phenomenon. – >100,000 shares. – >5 million views (on Facebook). – >100 media outlets reached all over the world.

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