We The Economy taps into mobile's potential for massive
reach
Vulcan Productions’ partnership with short-film producer and
distributor Cinelan unlocked the potential of mobile with its We The Economy
film series, which reached millions of viewers through a mobile-first strategy,
including an application where the films are viewable in their entirety.
We The Economy is a collection of 20 short films from
numerous well-known directors and actors, spotlighting issues in the economy in
a manner that anyone can understand. A mobile app is dedicated to the film
series, but the films have also been released to outside apps as well such as
Netflix and YouTube.
“We wanted We The Economy on mobile because it was by far
the most powerful and efficient way to reach the right people,” said Douglas
Dicconson, co-founder and managing partner at Cinelan.
“Native content
discovery complements our high-profile distribution partners like Netflix and
Landmark Theaters to make sure that we reach viewers wherever they are and
however they want to consume us.”
"The goals of the campaign were awareness, video views,
social engagement and visits to the We The Economy website," he said.
"The mobile campaign generated over 2.3 Million video views and a 7
percent engagement rate, 7x higher than the industry average.
"The videos saw a 92 percent completion rate, 70
percent higher than the industry average for longform video content on
mobile."
Vulcan Productions is known for award films such as Far From
Heaven and Titus.
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