PR Daily Award winner: Social media drives attention to Hallmark holiday movie
Hallmark used the power of social media to gain visibility and drive engagements through a sweepstakes contest that promoted a special two-part movie event.
Every year, millions of viewers tune in to watch Hallmark’s festive, feel-good movies. Hallmark actors and sister team Ashley Williams and Kimberly Williams-Paisley produced and co-starred in “Sister Swap: A Hometown Holiday” and “Sister Swap: Christmas in the City,” a special two-part event.
Crown Media Family Networks’ social media team harnessed the power of social media to put fans front and center. The team hosted Zoom Watch Party events for each movie, cleverly using one event to promote the other. Fans were encouraged to enter a sweepstakes for a coveted opportunity to win a Watch Party in which they could invite three friends to join them (virtually) for the premiere. The contests were available on Facebook, Instagram and Twitter.
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