Sony had two main goals: fill the theaters for their single-day screening of Angry Birds 2 and create high-quality content they could re-use across their paid channels.
Sony worked with Social Native to activate families with kids between the ages of 6-10. The families headed to their local movie theater to watch the Angry Birds 2 movie. The family creators then posted Instagram Stories of their reactions. Sony wanted the content to be on-brand and meet their quality requirements so they could repurpose it across their marketing channels.
Social Native’s automated process allowed for high scalability, geolocated targeting and fast turnaround times to ensure all goals were achieved. Sony activated 200 real families to create original content and received nearly 350 images and videos.
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