Social Media Marketing was used by TCM (Turner Classic Movies) to generate a crowd of almost a thousand for a ‘Fame’ inspired UK marketing stunt. The launch of the TCM ‘Capture Your Classic’ campaign event was filmed and all those who participated are now set to have their very own ‘15 minutes of Fame’ when it airs on TCM TV at 8.30pm on July 30.
The broadcaster sent out the call to action online via sites such as Facebook, Twitter, YouTube and Flickr. In addition, they sought the support of influential bloggers.
Co-ordinated by Mission, around a thousand fans sported their legwarmers and headbands to recreate of the famous scene from ‘Fame’ where dancers take over a New York street.
Led by celebrities Denise Van Outen and Johnny Vegas, Worship Street in East London was transformed on July 12 into a Manhattan streetscape complete with a an NY taxi and US-style fire hydrants.
The stunt involved a tie in with Nokia, as part of their ‘Shot by Fans’ initiative, which gives Nokia handsets to people in order for them to film and upload to various websites.
TCM also teamed up with Uniqulo (who also provided clothing for the event) to offer a 20% discount at the fashion retailer’s Oxford Street store in the run up to the campaign.