The document outlines a social media strategy to promote the film "Adulthood" through four stages: 1) During production, social media pages and videos were created to engage fans. 2) A music competition 8 months before release helped develop a fan base. 3) In the 2 months before release, weekly competitions and activities activated fans. 4) The fan base was reactivated before the DVD release through updates and competitions. The strategy led to over 250,000 views of promo videos, 10,000 Facebook fans, and the film becoming number 1 at the UK box office.

1. ADULTHOOD Power of Social Media

2. ADULTHOOD - Power of Social Media TARGET Primary: Male 15 -24 Secondary: Female 15 - 24 OPPORTUNITIES Follow up to Kidulthood Cast and music Relevant to youth culture

3. ADULTHOOD - Power of Social Media OBJECTIVE To create buzz and word of mouth by going direct to target audience and existing fan base with engaging messages, videos and activities . Build a community and embrace social channels

4. ADULTHOOD - Power of Social Media STAGE 1 - DURING PRODUCTION Social media pages creation and management (Myspace, Facebook, Youtube Channel) To start engaging with our audience from day 1 of production

6. ADULTHOOD - Power of Social Media CREATE CONTENT : Team on set to produce videos for early seeding and presence. EARLY COMPETITION : “Be an extra on the set” Using the main cast pages/ blogs - We set up a competition to be an extra on the set. RESULT : Hundreds of submission / Early buzz

7. ADULTHOOD - Power of Social Media STAGE 2 – FAN BASE DEVELOPMENT MUSIC COMPETITION (8 Months prior to release) Send us your track for the chance to be included in the film/ soundtrack

8. ADULTHOOD - Power of Social Media CAST TO SPREAD WORD OF MOUTH MYSPACE (Kidulthood, Noel Clarke, Plan B, Adam Deacon, Bashy, etc..) KEY INFLUENCERS IDENTIFICATION Identify key blogs and pages (Music, Urban culture, etc..) , provide them with assets, build a relationship and ask them to support the competition.

9. ADULTHOOD - Power of Social Media RESULT More than 1,000 tracks submited in 2 months 80,000 visits on website/ Myspace. 1 winner had his song featured in the film Buzz around the film

10. ADULTHOOD - Power of Social Media SEEDING OF PROMO VIDEO (6 Months prior to release) Use of the main cast to push online (Noel Clarke, Plan B, Adam Deacon, etc..) to embed on their Myspace pages + blogs and websites. RESULT: 250,000 views in a week.

11. ADULTHOOD - Power of Social Media VIDEOS Production of 10 videos We followed the cast in the months prior to the release (Video shoot, Cast and crew screening, Jump off party, Puma signed event, regional tour, Leicester square premiere, after party, etc..) 100,000 views prior to release.

12. ADULTHOOD - Power of Social Media PHASE 3 – FAN BASE ACTIVATION ACTIVITIES (2 months prior to release) New competition every week (Exclusive preview screening introduced by the cast, Win tickets to the premiere, After party, posters, soundtracks, etc..)

13. ADULTHOOD - Power of Social Media MUSIC VIDEO (1 month prior to release) Production of a music video for Bashy’s main song “Kidulthood to Adulthood” 300,000 views in a few week Selected at the MOBO awards Now more than 2 Millions views on Youtube

14. ADULTHOOD - Power of Social Media MEDIA BUY – Facebook Ads

15. ADULTHOOD - Power of Social Media RESULTS Number 1 at the UK box office. MYSPACE: 10,000 fans / 160,000 visits FACEBOOK: 50,000 fans WEBSITE: 150,000 visits by the day of release

16. ADULTHOOD - Power of Social Media PHASE 4 – DVD RELEASE Reactivation of the audience (1 month prior to release) - Acivities -Weekly updates -Competitions Direct Access to a database of 60,000 fans

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