Situation: Since 1978, the Sundance Film Festival has been a hub for writers, actors, directors and movie fanatics alike to mingle and, most of all, pay their respects to the best independent films of the year. The festival, which takes place every January in Park City, Utah, wasn’t always so accessible, however, to those unable to attend. The event’s site contained hardly any interactive features and their web-centric social outreach was minimal. While the lucky ones who made it to the red carpet premiers were enjoying a slew of parties and panel discussions, everyone else was sitting at home, wondering and waiting for the festival’s events to unravel.
Solution: It wasn’t long before the festival decided it needed a way to reach the fans at home–to provide them with up-to-date news and interviews that up until that point only the Park City guests were privy to. So in 2006, The Sundance Film Festival hired Magnet Media as their Official New Media providers. Magnet Media was allotted the task of creating a strategy which would capture content during the festival and distribute it out through new media channels across the web.
Results: The prior year, Sundance was averaging 75,000 online viewers. However, by a combination of gathering exclusive content from the festival (e.g. interviews, panels, reviews and more) and distributing them in podcast form via iTunes, Magnet Media was able to increase Sundance’s new media viewership by 300% within the first week, to a total of 250,000. Magnet Media continued to maintain the festival’s online presence for the next several years and established what is now one of the most flourishing new media providers on the web.
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