Lionsgate Films launched a new specialty film distribution label in 2015 dubbed Lionsgate Premiere. Focused on indie titles with same-day theatrical and VOD releases, this new division brought in Beutler Ink to help with social media promotion for one of its first films: Cooties.
The film, which features an ensemble cast including Elijah Wood, Rainn Wilson, Alison Pill and Jack McBrayer, is about a group of teachers who must defend themselves against rabid elementary school children after an outbreak of a killer virus transmitted via cafeteria chicken nuggets.
To promote this horror-comedy, we developed dozens of custom social graphics and wrote copy for hundreds of posts on Facebook and Twitter. We developed the strategy and executed a 10-day daily giveaway for fans. Some of our content was “scaled up” to create promotional materials for press kits, as handouts during San Diego Comic Con (SDCC), and an animated video voiced by Jack McBrayer. During the week of launch, we also developed Facebook and Twitter ads.