LA SOGA Movie World Premier, NYC
LA SOGA is an edgy, action-packed thriller set in the Dominican Republic and New York City starring local Queens, NY, native Manny Perez. Perez, who not only stars in the movie but also wrote and produced the film, approached Paragon Honda and Acura, of his hometown Queens, to participate in the NYC world premier of LA SOGA.
Brian Benstock, Vice President and General Manager of Paragon, recognized a unique opportunity to align Paragon Honda and Acura, Manny Perez and LA SOGA with the local community and tap into the huge Latino market that LA SOGA was made for.
With limited time and planning, Benstock challenged Tier 10 to turn LA SOGA’s world premier into a successful marketing opportunity for the Paragon stores. We immediately recognized this exclusive cross-promotion as a database and community-building effort.
With only 11 days to develop, execute and capitalize on this once-in-a-lifetime chance, we quickly defined our end-goal and created a blueprint for the “perfect social campaign” that focused on the social media landscape that is synonymous with this type of media and celebrity event. Among our many endeavors we launched a hugely successful Facebook campaign that offered an online VIP Red Carpet Experience giveaway which included 2 tickets to the LA SOGA World Premier Event in NYC and the Cast After-Party.
Our Goals:
Design and execute the “perfect social campaign” to capture as many unique registrants to help build Paragon’s internal databases for future marketing initiatives.
Our Strategy:
Direct all advertising and traffic through Paragon’s Facebook pages by creating custom contest tabs where individuals had to “like” Paragon in order to watch the LA SOGA trailer and enter the VIP Red Carpet Experience giveaway.
The Result:
Together Paragon Honda and Acura generated 481 new “likes” and 279 unique registrations for the giveaway. We were able to more than double each stores social community in less than 11 days, capturing 609 new active email addresses for future marketing initiatives.