The dudes behind Sherpas Cinema have one of the coolest jobs on earth: producing top-of-the-line ski-based films. Malcolm Sangster, Dave Mossop and Eric Crosland possess superb filmmaking, cinematography and graphic design skills, and just so happen to all have an intense love for skiing. When the guys approached us for worldwide digital distribution on their second feature film, Into the Mind, our goal was to bring their brand to the top of the ski community, reaching not only hardcore ski buffs, but also fans on the fringe.
Since there was one main audience for this film, we needed to reach our maximum-potential viewers. We decided to take over the online ski world and get the film “into the minds” (pun intended) of all those fans, from beginners to die-hards.
We secured major press placement in top-notch ski print and digital publication Powder Magazine. They praised the film in their online review and also captured the movie’s official premiere at the Whistler Conference Center in a series of photos and an event recap. Powder’s ski-world influence really got some chatter going with their rave reviews and coverage! We also landed review promotion from Freeskier, another major player for ski publications. They had some pretty awesome words to say about the release as well, calling it “a film that is thought provoking, relatable, and visually inspiring.” Outdoor news source Unofficial Networks had a thing or two to share, too — they covered the whole gamut, start to finish, and basically proclaimed ITM the Double-Black Diamond of ski movies.
Website takeovers were another way for us to rev up the film’s name among ski connoisseurs and onlookers alike. Along with those film reviews mentioned above, we secured prime takeover coverage with a digital poster that was set as the website wallpaper for both Powder Mag and Freeskier. We also hooked up more takeover coverage on Mpora, which has a massive sports action following.
Additionally, pitching to retail was key to our strategy. We secured prime placement on iTunes Movies, Sports and Documentaries pages globally, Google Play, Xbox, Amazon, and Vudu, which put the film in front of our target viewers and helped us climb the charts around the world.
To wrap things up, we ran three targeted ad campaigns in-house: video pre-rolls on YouTube, banner ads that were serviced to relevant audiences, and Google Search ads. These targeted ad campaigns earned major awareness points for the film, generating a 0.65% click-through rate (CTR) online, compared to the average industry rate of 0.12%.
- #1 on iTunes Sports Movies worldwide: 64 territories including USA, UK, France & Canada
- #1 on iTunes Canada & UK Documentaries
- #8 on iTunes Top Movies USA, #5 on iTunes Top Movies Canada, and Top 20 placement on iTunes Top Movies in Australia, Russia and more
- Top Sports title on Cable VOD
- Repeated presence on charts from its release last November through February 2014
- Top digital grossing Ski movie in history
For your viewing pleasure: