Sundance 2022

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Sundance 2022

Sundance Film Festival

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SUNDANCE TOOK THEIR FESTIVAL COMPLETELY VIRTUAL in 2022, TASKING IHC WITH ATTRACTING A YOUNG DIVERSE AUDIENCE TO TUNE IN AND JOIN THE ONLINE CONVERSATION.

IHEARTCOMIX developed a social strategy around the theme of Convergence. Despite a last minute change to going fully virtual for the second time, IHC executed an exciting digital campaign that produced boundary-pushing content and drove digital dialogue among all audiences that made this year’s festival one to remember.

To do this, we focused on two major platforms, Twitter, where we took over all interactivity, and TikTok, launching Sundance for the first time.

TIKTOK

We sought to convert the next generation of film fans onto the #Sundance experience through creating original, talent-centric content. 10 verticals were developed to introduce the festival to TikTok, highlight special events and can’t miss moments, and introduce fans to the virtual festival format.

IHC brought unique content themes & scripts for each video that established a unique tone of voice. Creators like Reggie Watts, Ella Watkins, JD Samson, Isaac Hinden-Miller, and Illeleana were paired with specific themes to create content and generate community engagement.

TWITTER

Twitter was IHC’s conversation vessel: we drove key discussions & celebrated big festival moments. Whether it was highlighting Sundance themed snacks, emphasizing an especially fan-favorite film or festival-inspired nails, IHC adopted an always-on approach to engage with fans.

Launch: We introduced Benji and Ash’s personas to the Sundance audience: who they were, their Sundance experiences, and their unique characteristics.

Live: As Benji and Ash spoke to the audience, they focused on engaging with fans by liking and reacting to their tweets, re-tweeting talent, and using GIFs/images to share their reactions to films. As the festival adjusted to being solely virtual again, IHC checked-in daily with key Sundance staff to review how tweets performed and adjust conversations accordingly.