Playbook
Mechanics · 15
Why campaigns work, in a form you can reuse. Each mechanic links to every activity tagged with it, across every film we track.
Cultural transposition
Rebuild the idea for a market instead of translating it.
9 activities · 1 campaign
Scarcity & collectibles
Limited runs that turn a purchase into a keepsake.
6 activities · 1 campaign
Talent as distribution
Use the reach of the people involved as a media channel.
4 activities · 1 campaign
Landmark takeover
Borrow the fame of a place everyone recognises.
3 activities · 1 campaign
Plot integration
The product is part of the story, not the scenery.
3 activities · 1 campaign
Spectacle for social proof
Make something too big or too strange not to film.
3 activities · 1 campaign
Mystery & easter egg
Hide something worth finding inside a place people already look.
2 activities · 1 campaign
Physical-to-digital
Start in the real world and finish online.
2 activities · 1 campaign
Platform subversion
Use a mundane platform for something it was never meant to do.
2 activities · 1 campaign
UGC contest
Ask the audience to make the content, with a format, a deadline and a prize.
2 activities · 1 campaign
Creator access
Trade access for attention: bring creators inside, then let them talk.
1 activity · 1 campaign
Gamification
Turn a single asset into a game that rewards effort.
1 activity · 1 campaign
In-universe artifact / ARG
Give fans a tool or document that exists inside the story.
1 activity · 1 campaign
Meme-to-merch
Sell the joke the audience already made.
1 activity · 1 campaign
Reactive / leak recovery
When something leaks, turn the leak into the event.
1 activity · 1 campaign