Weinstein Co. bets on social media for Paddington’s US launch

The film studio is tapping Vine and Instagram influencers to promote Paddington's live-action feature film, prior to its US release in January. The renowned British bear is also making an appearance in the latest version of Cut the Rope.
December 3, 2014

Om Nom and Paddington — BFFs?

The characters from Zepto Lab’s Cut the Rope app and the Weinstein Company film will see their worlds merge in an ad campaign that’s rolling out ahead of the US release of Paddington. As part of the digital promo, influencer-produced videos will appear on Vine and Instagram to drive downloads of the Paddington version of the Cut the Rope app and support the release of the film.

The deal with the viners was arranged by FullBottle, a San Francisco-based media company that pairs brands with online creators. The viners participating in the project are Brittlestar, Daniel Ojanlatva and Andrew David who are creating one video each.

“Some are artistic, others are comedic sketches,” says Eric Wachs, VP of marketing at FullBottle.

Some videos, like this one from animator Ojanlatva, show Paddington joining Om Nom in the holiday version of Cut the Rope, launching December 5. Others will play on the themes of the film, like a father showing the mischief his song gets him into when he’s hanging out with Paddington, Wachs explains.

The overarching theme of friendship helped FullBottle with its search for the right influencer partners, whom the team finds by using an algorithm that sifts through tags, keywords and audience comments to identify the right partners for brands.

“The influencers will be promoting not just the app to drive downloads, but also they’ll be creating short micro-videos to promote the film itself. It’s a duel-pronged approach,” says Wachs.

This is the first time a third-party character has made an appearance in a Cut the Rope app. The film, which has already debuted in the UK, hits US theaters in January.

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