Our client is Movies on the Mile, a Columbus-based, family friendly event that happens during the summer as part of The Scioto Mile and the Columbus Parks and Recreation department. They feature monthly outdoor movies at the Bicentennial Park Performing Arts Pavilion during the summer, offering a fun night out for families.
Our St. Patrick’s Day campaign is going to be featured on The Scioto Mile Facebook page. We chose this social media platform because Movies on the Mile does not have their own social media accounts, and The Scioto Mile Facebook page has the most interactions and likes compared to their Instagram and Twitter. The page currently has 11,292 likes, 13,689 “check-ins,” and they frequently post to the page.
Our campaign is simple and straightforward, aiming to reach families and encourage interactive posts from followers. The campaign will be a Facebook contest, in which participants will post a picture on March 17th of their family dressed up for St. Patrick’s Day on Facebook, and caption the photo with their favorite family-friendly movie that they wish to see shown this summer. They must include the hashtags #MoviesOnTheMile, #SciotoMile, and #StPatrickOTM. The family whose pictures receives the most combined likes and shares will have their favorite movie featured at the first movie night in June 2016. We believe this will be successful because not only will it encourage followers to engage, it will also attract new likes from their followers who like or share their picture.