CASE STUDY 02:
THE SLAP BRACELET CHALLENGE
In 2020, the coming of age film, THIS IS THE YEAR, was set to release in theaters. However, due to the Covid-19 Pandemic, movie theaters were closed along with most business establishments. Rather than sitting back waiting for theaters to reopen, Director, David Henrie and Executive Producer, Selena Gomez decided to invite their social media audiences to join them for a digital movie premiere experience!
Joined by the Cast, led by Lorenzo Henrie, Gregg Sulkin, Vanessa Marano, Alyssa Jirrels and Jeff Garlin, fans from around the world were given a 48-hour window to tune-in for a Pre-Show hosted by Selena and David, then watch the full-length feature film together. The online experience was concluded with a Post-Show Q&A hosted by Tik-Tok sensations, Charli and Dixie D’Amelio. As a result, F.A.M.I.L.Y. received more than 3.5 billion digital brand impressions.
F.A.M.I.L.Y. partnered with THIS IS THE YEAR to help create uplifting and positive messaging for the “feel good movie of the year” In order to create a ‘movement’ to keep the feel-good-vibe of THIS IS THE YEAR going!
The main message was “THIS IS THE YEAR to say, Forget About Me I Love You”. Together with THIS IS THE YEAR’s production partner, BOLD ENTERTAINMENT, a division of Bold Capital Group, LLC and Novo Media Group, One Strong Family developed an exclusive line of co-branded THIS IS THE YEAR/F.A.M.I.L.Y. merchandise including a popular Slap-bracelet Challenge: a pack of 7 slap-bracelets each with a unique call-to-action challenge for people to make the world around them a better place.
The “challenges” included:
MAKE SURE YOUR FRIENDS ARE OKAY
WAVE TO YOUR NEIGHBORS
OFFER A HUG
EXTEND ACTS OF KINDNESS
Each slap-bracelet pack also included one F.A.M.I.L.Y. bracelet as an encouragement to complete each challenge with an attitude of selfless love!