CRITERION COLLECTION
(student work)
To make the Criterion Collection relevant in an era of streaming content, I didn't make an ad campaign-
I made an actual real-life trending topic on Twitter.
#MashUpTheClassics
Since Criterion offers all great films in one collection, what better way to illustrate this idea than inviting serious film lovers to show off their extensive knowledge of classics movies by participating in a fun, online game, with an added bonus of a free Criterion Gift card?
Trending
After promoting the game for days from my own account and inviting other popular users in the community to participate, the hashtag took off and within hours it was the #3 trending topic on Twitter and remained so for hours.
Participants
To this day, the hashtag has had over four thousand submissions, including from verified accounts and even got hijacked by some brands.