Backyard Cinema — Full Fat

The Brief

Launch and establish Backyard Cinema’s first permanent home in Mercato Metropolitano, South London and generate awareness around programming.

Solution

To generate excitement and awareness around the new location, Full Fat developed a launch campaign encompassing preview and review coverage and contra media partnerships to secure editorial and ad support from respected platforms. An ambassador blogger programme was also set up to build support from aligned influencers.

Results

500+ pieces of coverage generated over last two years including Time Out, Evening Standard, Metro, Emerald Street, Mr. Hyde with correct brand messaging
20 blogger partnerships as part of the BYC Bloggers Club
100+ influencers from 10k-500k followers
5 media partnerships with The Nudge, Shortlist Media, Sheerluxe and Secret London
Netflix partnership initiated by Full Fat, resulting in an exclusive marketing campaign for Lost In Space
Virgin Atlantic partnership brokered as part of a Facebook Live competition to win tickets to Miami, reaching over 500k people

“It took us a while to find Full Fat, after previously working with countless companies that quite frankly didn't care, but now we have we can honestly say that they've been consistently great to work with, and have given paramount support to Backyard Cinema throughout their biggest period of growth & development yet.

Their communication is always spot on, as is their knowledge of the industry & breadth of contacts. They never fail to amaze us, and regularly go above and beyond to smash through KPIs, but never sit back once they've been achieved; they actively look to exceed expectations and creatively think about ways in which to push our business in front of the right people at the right time.”