As part of CreativeFuture’s #StandCreative initiative, we developed the alternative marketing campaign — Thanking Audiences — where casts and crews from the non-profit’s member companies created thank you spots for movie audiences around the country.

Right before a movie started, theater audiences saw a brief variation on the simple message: “By your patronage, you, the audience, #ContributeToCreativity, your contribution matters, and we thank you for it.”  In partnership with AMC Theaters, we thanked audiences for coming to the movies emphasizing that where you watched mattered. And the video clips promoted both CreativeFuture and, as audiences realized they were doing the right thing, its anti-piracy message.

Alternative marketing morphed into social media marketing as the hashtags #StandCreative and #ContributeToCreativity migrated from the big screens to the small screens’ social media platforms Twitter, Facebook and Instagram. 

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