cited the LinkedIn campaign as one of the reasons why. Using a traditionally conservative social network in an unexpected and playful way, we raised awareness and buzz about the film, helping drive a stunning $40+ million opening weekend – the biggest box office opening of the franchise.
The winning fan's video was released in the week leading to the premiere, driving fans to the film franchise's biggest opening weekend. We chose the winner from among 30,000 entrants, then wrote, shot and edited the winner's custom profile video endorsement featuring Liam – all over the holidays. Fans could learn more at the Taken 3 website - getting tantalizing action-packed glimpses into Taken 3's set-pieces, locations and characters. Powerful infographics that tallied up Liam's skills and action from the first two movies were only available on the page. To continue the buzz, we released humorous videos relating Taken to the business world – 'If you think rescuing your daughter is hard, try networking.' Showcase pages are similar to a Facebook page – and creating one on LinkedIn was unusual for any movie. The video was promoted across traditional social media and on LinkedIn, driving traffic to the Taken 3 LinkedIn Showcase page. The campaign began December 7 th with an announcement video from Liam featuring him using business buzzwords in combination with Taken action – for example, 'contract negotiations' was tied to Bryan Mills torturing an adversary. Liam Neeson's iconic "particular set of skills" speech in Taken and LinkedIn's endorseable skills feature gave us a unique opportunity to promote Taken 3 on the typically dull business social network. Through the network, we'd give fans the chance to endorse Bryan Mills' highly employable skills, and in return give one fan an ass-kickingly cool prize: a custom video of Liam in character endorsing them on LinkedIn.
#TRAILER FOR TAKEN 3 MOVIE#
The idea? Refresh Liam's iconic "particular set of skills" speech through an entirely unusual social network for movie marketing – LinkedIn.
#TRAILER FOR TAKEN 3 SERIES#
Trailer Park's efforts would need a powerful 1-2 combo – a fresh digital take on what fans loved about the series that also delivered exciting visual proof of the action to come in Taken 3. Plus, social buzz was trending negatively, so we needed a breakthrough way to break through fans' weariness. – no one gets taken – fans needed a new reason to believe the series would deliver a worthy new chapter in Liam Neeson's canon. Though Taken 3 changed up the series m.o. Fans loved the Taken franchise, but cynicism about the final installment was high.