#GoingViral marketing campaign
Written and produced over a 4-week period during the COIVD-19 lockdown, #GoingViral is a dark comedy experiment of multimedia storytelling by Birmingham collective Script Sirens filmed within the restrictions of social distancing guidelines. The series consisted of four short ‘webisodes’ released each evening on Instagram TV and then YouTube.
Filmed over a short time period and with no tangible budget, my task was to get as many viewers and as much press for the project as possible. At less than a year old, Script Sirens was still very much a new brand.
#GoingViral was our opportunity to raise our profile whilst sharing our work, but also bringing a bit of cheer to ourselves and our audience during lockdown.
First, I needed to differentiate from the existing Script Sirens branding to establish #GoingViral as a standalone project.
Due to the dark comedy, crime and horror elements, I chose a colour scheme of black, white and grey with blood red accents.
Below is a variety of imagery used to market #GoingViral on social media and press.
We teased the project and our response to COVID-19 first on the Script Sirens blog.
First we introduced the concept of the project...
... then, - the day before launch, we introduced our cast.
Our founder, Scarlett Kefford, took to YouTube to begin establishing the channel prior to the series' release.
Over the course of a week, I posted daily content to our social media channels to raise intrigue about the concepts of the plot, which at this point was a mystery.
The content had an immersive feel that spotlighted the characters and the potential relationship dynamics.
Posted along with the hashtag #WhereIsMiami, it helped populate the hashtag with promotional content prior to populating it with the actual episodes.
Prior to the release of the first episode, we secured coverage by What's On Birmingham, Express & Star, Shropshire Star, Film Hub Midlands / BFI Network, Culture Central, Midlands Movies and Writing West Midlands.
Following the culmination of the series, #GoingViral was added to the British Comedy Guide.
Scarlett also did a further interview with Midlands Movies.