IGNITION CREATIVE

CRACKLE BRAND

Digital

From the agency that brought you bad Inception lip reading, an infomercial for action pants and the testicle uppercut seen around the world, (ok, well in the US and Canada and some parts of Europe) comes a whole new breed of social campaign. When we partnered with Crackle (a free streaming service from Sony), we were tasked with bringing attention to a platform that for many years, was hiding in the shadows of it’s more noteworthy competitors. But always up for a challenge, we dove head-first into a whole new world and created a brand campaign that was fun, weird and had enough personality to fill the living rooms of people all over the world (ok, well in the US and Canada and some parts of Europe).

When it came to the brand work for Crackle, we knew that video was going to be key to our success. But how to do you promote a bunch of movies that people might not necessarily want to watch again? Well, you make them cool, by finding the moments that people loved, pair them with some funny copy and let the all the warm and fuzzy memories of the past take it from there.

MEMES

Memes make the world go around (don’t fact check that), and we wanted to do our part to keep this big rock spinning. As a way to take some of the more “vintage” movies and bring them into today, we created a series of fun memes that not only shined with personality but also brought some lolz.

ORIGINAL CONTENT

These days content is king, but original content is king of kings. Knowing that we needed a fun way to drive unique visitors to Crackle, we took existing footage and put a new twist on it and turned it into original pieces of content. These fun mashups helped bring the personality of the brand out and also gave us the freedom to create some truly unique work.

CROSSOVERS

When fans were talking, we were talking too. Having a strong reactive presence was key to the success of the campaign and it was something that we had a lot of fun with. So whether we were chatting with fans, helping out tech support, driving the conversation, or inserting ourselves into trending topics, or voice took the reigns… And let’s not forget that moment when Ted actually commented on our post in the most excellent way.

THE OATH

For the premiere of their newest original series The Oath, we were tasked with creating a look and feel that was completely unique to the other shows on the Crackle platform. This gritty cop drama came to life by putting the spotlight (pun intended) on the star-studded cast and creating a visual world that brought fans into the life of a cop gang.

COUNTDOWNS

IN THE CLOUD

In The Cloud was a movie that had nothing to do with a cloud, instead, it was about a team of scientists that entered the mind of a terrorist to help stop a future bombing. We know what you’re thinking, and no, this wasn’t a comedy. So, to help build the world for the film, we created a custom grid that held a variety of video assets that teased the plot of the film and helped to build the suspense.

SUPPORTING CONTENT

To hype the premiere of the film, we created some custom video assets that helped to establish the world and set the stage for the twists and turns of the film.

FACEBOOK CANVAS

Using a Facebook Canvas, we gave some curious fans the chance to explore the complex themes of the show on a deeper level. Using features native to the Canvas platform allowed viewers to navigate a custom collage that uncovered hints at the storyline of the film.