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Secret Cinema

Experiential Campaign

- 150k+ views on social media
- Coverage on Absolute Radio, 2m+ listeners
- 50k+ tickets sold
- Extra dates added due to demand

Brief
To increase awareness of Secret Cinema brand, their latest production, Stranger Things, and boost ticket sales from 50k to a target of 100k.

Solution
Following an audit of the Secret Cinema brand, its offering and its challenges, Theobald Fox worked in collaboration with the directorial team to strategise and orchestrate a London-wide experiential activation which fed a series
of social media content.

Having understood the brand’s difficulty of promoting a difficult-to-appreciate experience as well as maintaining their authenticity with protective long-standing fans when seeking out new audiences, we decided the only way new fans could fully buy in to the experience was to bring it out of the shadows and into the public.

Following delicate negotiation and consultation with strict brand owner Netflix, we organised a day of live activations which fused the Stranger Things story with aspects of London’s own folklore, such as rat infestations and even the Crossrail project, to impact passers-by in real-time, encourage social media engagement and produce our own series of content which fed the pre-show narrative and ticket sales.

With social media views exceeding 150k alongside their ‘standard’ model of paid social ads and even coverage from Dave Berry on Absolute Radio, the target of 100k total tickets sold was rapidly reached and exceeded, allowing Secret Cinema to add another week of dates.