We sought to convert the next generation of film fans onto the #Sundance experience through creating original, talent-centric content.

10 short-form videos were developed for TikTok that introduced the festival to the platform, highlighting special events throughout history, can’t miss moments of the year, and how to make the most from the virtual festival.

This was accomplished through:

• Unique content themes & scripts for each video that established a unique tone of voice
• Strategically partnering with Creators like Reggie Watts, Ella Watkins, JD Samson, Isaac Hinden-Miller and Illeleana already making #filmtok content, and pairing each of them with specific themes
• A steady cadence of release, through lead up to the week of the festival
• Community engagement

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.