Helmed by visionary director Rupert Sanders, Snow White & The Huntsman is clearly no fairy tale. The challenge for us was to make sure we communicated this by focusing on the film’s darker edge and unique visual style. With a treasure chest of assets and fantastic support from Universal Pictures, we got busy.
“I WILL GIVE THIS WRETCHED WORLD THE QUEEN IT DESERVES” – RAVENNA
Snow White’s Kingdom was a Facebook Application that offered fans the opportunity to unlock over 30 pieces of exclusive film content – including five specially themed videos produced by director Rupert Sanders.
The feature was segmented into sections based on characters from the film such as: Snow White, The Queen, The Huntsman and so on. Each character subsequently had an environment associated with them such as: The Dark Forest, The Enchanted Forest, Ravenna’s Castle and so on. Collectively, these served as long lead reveals into the visual splendor and scope of the film. As fans explored and discovered content, they earned special badges that were later given away as practical limited edition pins.
To date, the application has generated over 3.5 million Facebook impressions.
