The Situation:
The Sno Cone Stand, Inc. is a comedy written and directed by Travis Knapp. Tocquigny Advertising was responsible for designing a website for the film, which would create a solid platform for filmmakers to connect with their fans.

The Challenge:
Tocquigny was challenged to create interest and awareness of its work in an industry that it is not typically associated with. While the firm considered the traditional means of publicity – creating and distributing a press release – Tocquigny employees quickly decided that they should promote their agency like they promote their clients. Diverge Communications, the PR firm of record for Tocquigny, suggested that Tocquigny use an upcoming Sno Cone website completion party to create “trailer” videos to promote the film.

Our Solution:
Tocquigny employees and the film’s producers, stars and friends were invited to the website completion party. Tocquigny interviewed the film’s producers and encouraged them to speak to the film’s success, but did not ask them to promote Tocquigny’s work on the project. Diverge completed five streaming videos with this content , each displayed the Tocquigny logo and web address.  Only one video mentioned Tocquigny directly. The videos were promoted as simply entertainment – not advertisements. With Diverge’s help, Tocquigny announced the videos via a news release, promoting the creation of the film’s website. With the release, the firm was ensuring a full reach of its key audiences – taking advantage of both digital and traditional media.

The Results:

The majority of the audiences watching the videos were directly forwarded to Tocquigny’s page via direct links from the news release, and strategic metadata and tagging of the videos hosted on YouTube. These links helped increase SEO value. The videos also resulted in the filmmakers securing an interview with the New York Times. Tocquigny was thrlled with the success of the campaign, and has since created a plan to include much more video throughout the site.