Crank
Crank It Up: How the First Ever Influencer Campaign on YouTube Launched Jason Statham's Indie Hit
Goal
Create brand awareness and drive ticket sales
Goal
Create brand awareness and drive ticket salesIntroduction
From shoestring budget to box office bonanza, here's the story of how one movie defied the odds.
Everyone knows Jason Statham. His action movies are box office juggernauts, pulling in millions. But before the high-octane Hollywood career, Statham cut his teeth in independent films – movies made with grit, not glamour.
Background
Crank, one such independent action film, faced a major hurdle: a marketing budget that wouldn't buy a movie star's breakfast. Enter Brendan Kane, the marketing maverick who saw an opportunity where others saw limitations.
Challenge
Standing Out in a Crowded Market
Crank was a fantastic action movie, but in a sea of Hollywood blockbusters, it was a minnow in a shark tank. Traditional marketing was out of the question, so Brendan had to think outside the box.
Solution
Influencer Marketing Before It Was Cool
Brendan pioneered the first-ever YouTube influencer marketing campaign. Crazy, right? Back in 2006, YouTube was still in its early days. But Brendan saw the potential – a passionate community just waiting to be engaged.
He partnered with top YouTubers of the time, folks who could create genuine excitement for the movie. These influencers promoted Crank to their sizeable audiences, creating a viral buzz that spread like wildfire. But it wasn't just a one-way street. Jason Statham and his co-star Effren Ramirez returned the favor by giving shoutouts to the influencers' channels. This strategy not only generated buzz but also introduced Statham and Ramirez to a whole new audience in a fresh, authentic way.
Results
From Shoestring to Success
Brendan's audacious plan paid off in a big way. Crank raked in a whopping $42 million at the box office – a staggering achievement for a low-budget indie film. Not only that, but the success spawned a sequel, solidifying Crank's place in pop culture history.
Summary
Think Different, Win Big
Crank's unconventional marketing campaign is a testament to the power of innovative thinking. It proves that even small films can achieve massive success with the right strategy.
