and MMGY Go PG-13 to Promote Romantic Beach Getaway Deals

50 Sands of Beach

February is the perfect time to cuddle up with a trashy romance novel. Or better yet, with a trashy romance movie on the big screen! That’s right, folks. The much-anticipated third installment of the Fifty Shades of Grey trilogy opens today. And to celebrate, we’re taking a look back at a fun video campaign we did for longtime agency client

To help heat things up last February, we helped execute a promotion aligned with the theatrical release of Fifty Shades Darker – literally the only steamy thing happening that time of year (besides beach vacations, of course).

The team created a series of pre-movie “trailers” that spoofed the look, feel and suggestiveness of the Fifty Shades of Grey movies. Only this time, making full use of beachy innuendo – from awkwardly squeaky hammocks to evocative lathering – punctuated with the call to action to get your mind outta the gutter and onto the beach. The videos ran in market-specific theatres before R and PG-13 rated movies for weeks before, during and after the film’s release.

Along with paid social, the cinema campaign spiked almost every metric for the time period on the brand’s social channels as well as garnered nearly 1.5 million on-screen impressions across 53,000 theatre screens.