Mike & Nick & Nick & Alice: creators and premiere activations
Disney and 20th Century Studios engaged MediaNug to manage creator participation at the SXSW and BeyondFest premieres of Mike and Nick and Nick and Alice. The work covered on site creator management, content capture, and a custom photo activation with principal talent. More than 30 creators were activated and activation content published within 24 hours.
- More than 30 creators were activated across TikTok and Instagram.
- Two red carpet premieres were covered end to end, at SXSW and BeyondFest.
- A custom photo activation with principal talent turned around in 24 hours.
Creative under wraps.
Some work speaks for itself.
Some stays between us and our clients.
The challenge
A premiere lasts a few hours and the conversation around it moves on quickly. Disney and 20th Century Studios needed creator content from two premieres, SXSW and BeyondFest, published while the moment was still live rather than a week later.
The creative approach
Creators were selected for demonstrated interest in comedy and action rather than for follower count alone, so the audiences receiving the content already wanted this kind of film.
MediaNug ran a small group early screening with a celebrity question and answer session, then managed the west coast premiere roster with on site red carpet coverage.
The centrepiece was a branded double exposure photo activation, built to mirror the film itself, shot on the red carpet with principal talent and published within 24 hours.
The results
Metrics as reported in MediaNug campaign reporting. Client name used with permission.
- 30+ creators activated across TikTok and Instagram
- 2 red carpet premieres covered end to end, SXSW and BeyondFest
- 24 hour turnaround on a custom photo activation with principal talent
This campaign was run by MediaNug. Read more about creator management and on-site premiere activations.
Frequently asked questions
How do you get creator content out of a film premiere quickly?
Plan the activation before the night and staff it on site, so capture, edit and approval all happen in one place. On this campaign the red carpet photo activation was published within 24 hours.
How many creators should attend a premiere?
Enough to cover the feed without crowding the carpet. This campaign activated more than 30 creators across two premieres.
What is a red carpet activation?
A branded content moment built into the event itself, so creators and talent make something on the night rather than only being photographed. Here it was a double exposure photo concept that echoed the film.
Should creators be picked by follower count?
Genre fit matters more. This roster was curated for demonstrated comedy and action interest, so the content landed with audiences already inclined toward the film.