SPOUT: Connecting With Film Lovers
Challenge: SPOUT, a unique online film community, needed to drive traffic to its Web site and encourage new members to join.
Strategy & Execution: Peppercom and SPOUT linked up with film lovers in the best-connected city in the U.S., New York, to talk about films made in the city. We helped implement a grass-roots campaign in three key locations that targeted demographically specific foot traffic by honoring great New York films. Though an interactive trivia contest that drove consumers back to SPOUT's Web site, SPOUT ambassadors engaged consumers while educating them about the company. SPOUT gave away a free DVD to the first 150 people to register at Spout.com and answer the trivia question correctly. Extending the New York theme, SPOUT worked hand-in-hand with universities in the area to disseminate an HTML e-mail to every film student at the three largest film schools in the city.
Result: SPOUT’s ambassador team connected with more than 5,000 New Yorkers and potential film enthusiasts. Street-team buzz and media outreach helped Peppercom secure coverage for SPOUT in Daily Candy, an e-mail newsletter and Web site touted as the ultimate insider's guide to what's new and hot. Thanks to the campaign, SPOUT also received interest from The New York Times for a sponsorship, added thousands of new members, and received tens of thousands of unique visitors to its Web site.
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