Title	RAVE REVIEWS! BRINGING BACK THE 90S FOR TRAINSPOTTING 2
Brand	SONY PICTURES ENTERTAINMENT
Product/Service	ENTERTAINMENT
Category	D03. Use of Branded Content created for Digital or Social Media
Entrant	OMD UK London, UNITED KINGDOM
Idea Creation	OMD UK London, UNITED KINGDOM
Media Placement	OMD UK London, UNITED KINGDOM

Name	Company	Position
Carlota Masferrer-Font	OMD EMEA	Digital Account Manager

The Campaign

After identifying that both Trainspotting and T2 had very powerful soundtracks, we realised that there was one thing that the original and the sequel had in common: MUSIC! The original film has a soundtrack that holds its own even today and the sequel featured iconic names such as Iggy Pop and Debbie Harry. Knowing our target audience, it was clear that we should let the beats lead the way in helping us to increase the awareness for Trainspotting 2 internationally. We needed to bring back the lust for life, that Britpop era. Old Thatcher and New Labour. Underworld, Sleeper and Jarvis Cocker. We needed a full on, hard-core, acid house rave!

Creative Execution

By working with Boiler Room, we were able to capitalize on their global social reach and access iconic talent. Goldie, Sasha and Modeselektor elevated the packed crowds into a state of euphoria. Live-streams and social engagement kept those at home on the edge of their seats, as people posted how desperately they wished they were there. There was so much anticipation around the event that we gave a couple of lucky winners the chance to fly to Berlin to attend the both the screening of the film and the event itself.

- The mix of talent, Boiler Room’s impressive social reach and the cult status of Trainspotting made the event an absolute success even before it happened. - The event drove a magnificent amount of buzz worldwide with numerous publications, such as Vice and NME, stating this was their “gig of the week” – totally independent and not part of any paid editorial. - The event was oversubscribed by 1,000% as the queue to get in snaked down the road from the venue. - The live-stream of the event delivered 1m+ views worldwide with users watching 20 minutes of footage per viewing. - Film-makers were so impressed that they took time out of their publicity tour to join the crowds until the bitter end.

For the release of Trainspotting 2, we planned and executed a multi-market media campaign, alongside Boiler Room on behalf of Sony Pictures Entertainment.

Insights, Strategy and the Idea

There was a special screening of the film scheduled to take place at the Berlin Film Festival so, by partnering with Boiler Room - a global online music broadcasting platform, we set out to bring back the iconic raves of the 90s for one evening and one evening only. In the heart of winter, we took over a grungy, subterranean club in Berlin and created a 90s rave unlike any other. The rave was streamed live on the Boiler Room website and on both Boiler Room and Trainspotting social channels so fans of the film and new audiences could be there in spirit.