Shannon Rednour

Case Study

We Steal Secrets: Facebook App

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.

Click below to view screen grabs from the app.

The first page of our Facebook App functioned essentially as a micro-site, offering a portal to the content available on the film. This included a navigation strip that let user jump to various purchasing options for the film.

Documentaries provide a rich trove of content for your social feeds.

We found that the audience for this particular film was more engaged that most with longer form content and providing as much detail as possible.

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