The solution was La Otra Película [The Other Movie], a campaign designed and produced by Social Noise which relied on the use of influencers and a new, effective channel of communication for promoting all of the distributor’s releases on YouTube in an innovative and creative way. The campaign strategy focused on obtaining a loyal audience in the medium and long term, underscoring brand differentiation and user participation.
Sony Pictures decided to hire Rubius, one of the most influential YouTubers in the world and the platform’s biggest celebrity in Spain, along with his inseparable pal Mangel. Other well-known YouTube stars also made special appearances, including Alexby, Staxx, Willyrex, Yellow Mellow, Patry Jordan, Abi Power, and María Cadepe.
Tailoring the script to the stars’ unique talents and respecting their individual personalities, Social Noise came up with the first long-term brand campaign featuring YouTubers in fictional shorts, an ideal creative tool for promoting Sony’s new releases: La Otra Película [The Other Movie]. The secret to this formula’s success is the periodic production of Hollywood-caliber shorts, roughly ten minutes in length, with Rubius and his friends offering their own humorous takes on the plots and selling points of Sony Pictures’ latest movies.
Sony Pictures has successfully launched several of these scripted shorts, directed and produced entirely by Social Noise, to publicize the premieres of films like Fury, The Interview, Chappie, Pixels, The Walk, Goosebumps, The Brothers Grimsby, and Ghostbusters.