Film distributor attracts new followers by building buzz among fans
Toho-Towa is the Japanese distributor of the popular The Fast and The Furious movie franchise. The movies’ existing fan base in Japan covers the majority of the country’s audience for each movie. For Fast & Furious 7, released in Japan as Wild Speed: Sky Mission, Toho-Towa wanted to drive ticket sales. The brand turned to Twitter to build buzz and start conversations.
Strategy: Before the movie’s release, Toho-Towa, through @Wildspeed_jp, used Promoted Video to introduce the trailer. It monitored responses and created new trailers to build excitement. Toho-Towa also ran a competition using the hashtag #ワイスピガソリン2年分 (#Furious7TwoYearsGasoline) and encouraged users to Tweet reviews using the Promoted Trend #ワイスピ泣ける(#Furious7HankieMovie). A link on Promoted Tweets led users to a campaign webpage from which those who posted reviews of the movie could win prizes.