Snoop Coup: ‘Girls Trip’
VH1 STAR’S SPONTANEOUS REVIEW STRUCK A NERVE WITH NETWORK’S FEMALE VIEWERS
Viacom’s stars are a key asset to Velocity’s movie campaigns. For Universal Pictures’ July 2017 blockbuster “Girls Trip,” VH1 star Snoop Dogg offered his unique take on the film with “Snoop’s Hot Box Office.”
Viacom Velocity created a movie theater set showcasing Snoop reviewing the film, complete with his real-time reactions to the redband trailer.
Ali Zerden, VP, integrated marketing, Viacom Velocity, says: “We wanted to show what the experience of watching the movie would be like through the eyes of one of our biggest stars on VH1, Snoop.
“His natural reactions were just pure gold for us,” she says.
VH1 proved ideal for promoting “Girls Trip,” observes Lesley Kantor, VP, integrated marketing, Viacom Velocity. “Universal was trying to position this movie as the movie to see with your girlfriends for the summer, so reaching the female audience was very important to them. And one of the strongest places to do that across Viacom is VH1.”
The social media campaign spanned Facebook, Twitter, YouTube and Instagram with Viacom channels generating overall reach of 25.2 million. The campaign received 4 million video views.
“This campaign was the perfect marriage of irrepressible humor and the ideal ambassador for ‘Girls Trip,” says Annah Zafrani, senior VP, integrated marketing, Universal Pictures.
“We knew we had the goods to back up nontraditional creative, and Velocity, VH1 and Snoop proved to be the ideal collaborators,” says Zafrani.
The creative appeared on VH1’S main social handles, as well as the “Martha and Snoop Potluck Dinner” Facebook page. Snoop Dogg pushed out the content out across his social platforms as well.
Although originally designed as a social media campaign, the creative got a linear rollout on VH1.
“It just played out so well that we ultimately chose to distribute it on all of our screens,” Kantor says.
The campaign was so successful that “Snoop’s Hot Box Office” became a franchise for the studio, Zerden notes.