BAFTA breaks into podcasting
Building a podcast and marketing strategy for one of the most well-respected cultural institutions was a challenge that required all of our company skills, writes Rethink Audio’s founder Matt Hill. From building a temporary podcast studio that could be demolished in under an hour, to negotiating the riders of some of Hollywood’s biggest stars, this six-month collaboration with Rethink Audio brought hundreds of thousands of eyes and ears to BAFTA’s new podcast series.
BAFTA had a challenge.
The charity had plenty of coverage when they announced their five Best Film nominees each year - and yet the wider longlist of ten movies wasn't given nearly as much attention by the press. Our solution was Countdown To The BAFTAs.
Hosted by self-confessed movie geek Alex Zane, the series interviews the producers behind the ten longlisted movies in contention for Best Film.
Why producers? Because we wanted to provide a definitive history of the making of a classic movie; one that could be listened to years after the awards, from a trusted brand that promotes cinematic excellence. Producers knew their movies inside out - from those initial, speculative casting calls to the first screenings - so Alex could move chronologically through the production. Of course, they also had the good fortune not to be on the press junkets for months at a time, so they were coming to the series relatively fresh!
Production Highlights
Bradley Cooper, sharing with us the hardest scene to direct in his movie, Maestro
Margot Robbie describing the moment Greta Gerwig’s first script landed
Our social clip for nominee Poor Things, which blew up on TikTok
Services Provided
Audio & Video Production
Three-Month Strategic Consultancy
Studio Build
Social Video Post-Production
Paid Marketing Campaign
Innovations
We negotiated a paid campaign with Sony Podcasts, promoting each of the longlisted films to listeners of Kermode & Mayo’s Take, in a 4-minute advertorial. This was a world-first campaign, which promoted both the podcast and built anticipation of the awards with BAFTA’s target audience of film and culture lovers.