DRIVing AWARENESS FOR new netflix FILM
Netflix came to Movers+Shakers to generate conversation around its latest rom-com, Your Place or Mine, starring Reese Witherspoon and Ashton Kutcher. To promote the film, we launched an exclusive TikTok campaign that encouraged audiences to shoot their shot with their crush. By pulling fans’ TikTok submissions into a New York Times Square billboard, this campaign marked the first ‘live’ TikTok billboard takeover.
To top it off, we even pulled off a real-life romcom moment with a surprise proposal in Times Square, as our billboard takeover finale!
BRAND CHALLENGE
Netflix was releasing its newest romcom, Your Place Or Mine, starring Reese Witherspoon & Ashton Kutcher and wanted to promote it in a new and unique way using social and traditional media!
Movers+Shakers was tasked with developing innovative ideas that would generate conversation, spark engagement on social, generate press pick up, and become the marquee social idea for the movie’s promotion!
CREATIVE SOLUTION
With Valentine’s Day right around the corner, we brought love to the streets of Manhattan. To celebrate the new Netflix film, Your Place or Mine, we enlisted Reese Witherspoon and Ashton Kutcher to send out an invitation to TikTokers to participate in the “Tell Them You Love Them” campaign.
Soon, TikTokers were celebrating their love on the big screen of our industry-first live TikTok billboard takeover.
Seamlessly connecting social and experiential integrations, this campaign culminated in the most magnificent gesture of all: a surprise marriage proposal in the iconic Times Square, creating a real life rom-com moment for a lucky couple!
