Leveraging Facebook as a campaign destination
The documentary WE STEAL SECRETS details the creation of Julian Assange's controversial website "Wikileaks"... as well as investigates some of the complexities regarding the Bradley Manning case.
Within days of Focus Features announcing the release of the film, there were attempted hacks on our corporate website. We knew that this film was going to attract attention of the hacker community, so we had concerns of making ourselves a target given the fact that we were a small marketing department without a significant budget for security. We also knew there would be breaking news on Wikileaks and Bradley Manning throughout the movie's release schedule which could attract our naysayers while also providing new content to engage subscribers. We decided that making Facebook the primary destination for the film would help us leverage that platform's enhanced security protections, while also allowing us to take advantage of Facebook's content stream to engage users throughout the life of the film.
The solution we devised was an interactive Facebook app that served as a landing-page/micro-stie for our film while also serving as a bridge between film release info and the relevant breaking news.