THE RIOT CLUB
It’s a movie marketing dream. A cast of attractive young men with cult fan followings. The one catch: in the movie they’re all the worst. Is there a way to be cocky in creative campaigns? DM2 found out first hand during the theatrical campaign for The Riot Club.
IFC Films contracted DM2 to find a way to target the fans on actors like Max Irons, Sam Claflin and Douglas Booth while also creating buzz around the themes of the film. This was accomplished by exploiting the fraternity lifestyle displayed in the film through engaging social graphics and videos.
Through an extremely offensive in-world The Riot Club Twitter account, activations on Whisper where fans shared crazy party stores and by creating timely content like in-world Tinder profiles; we were able to develop an all encompassing campaign that fans thoroughly enjoyed.