Sony Pictures Burlesque UGC site

Campaign Description:

Digital Instincts worked with Sony Pictures to create and launch a virtual global online campaign that would generate worldwide awareness and drive ticket sales for the upcoming film release of the movie Burlesque starring Christina Aguilera and Cher.

Digital Instincts was charged with executing an online site destination that would allow fans to submit their karaoke video entries. The site served global audiences with a virtual destination to submit their personally recorded karaoke video entries that then were dynamically edited together and then synced with other user entries from 110 countries around the globe. Once an entry was approved within the sites custom CMS, they were published to the public website where they could be viewed in a looping carousel of all the global submissions. Viewers were able to easily view their friends, search for other friends and enjoy other fans performances lip syncing to the film’s soundtrack. Individual submissions were shareable and rateable. The site organically raised awareness about the film and boosted movie and soundtrack sales.

Our Services
Services included implementing the visual site designs based on the film’s key art and technical backend system architectures that reflected data flow, menu choices, titling, sorting, rating, video loops, and global language integrations. The submissions featured in the global gallery and individual video detail submissions were shareable with URL strings to submitter’s “Hero” video in submitter’s country’s homepage/language.

  • Client

    Sony Pictures

  • Technology

    • Design
    • UI/UX
    • HTML & CSS
    • UGC Video
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