Grassroots sport inspires big time buzz for small budget film.
FOX Searchlight's new film, Whip It, starring Ellen Page and Drew Barrymore, was facing some big budget competition for its theatrical debut. So they cast AMP to create some big time buzz.
The strategy was to showcase the spirit of the film's focus – the wildly infectious, fiercely competitive, 100% legitimate underground sport of roller derby. And since no one could let consumers in on the sport's grassroots, DIY spirit like the real thing, AMP drafted top roller girls to make up an all-star street team.
Donning uniforms from the film and armed with branded collateral, the team created a whirlwind of energy and buzz as they blew whistles and chanted the film's release date while skating through Comic Con, the Toronto Film Festival, the film's premiere at Mann's Chinese Theater and other key events.
With events drawing tremendous coverage from BBC, E!, Entertainment Tonight, local news and online outlets, Whip It held its ground on opening weekend against the big budget movies.
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