• Marketing strategy


Walk This Way aggregates and generates innovation marketing strategies for straight-to-VOD distribution of films in the European Union. This scheme is led by a team of three complementary partners: Under The Milky Way, who are behind the aggregation process, Europa International, managing relations with Sales Agents, and The Film Agency, in charge of coordinating digital marketing strategy. The distribution partners and international sales agents have been reunited for the past two years cumulating more than 400 multi-territorial releases involving the creation of 300 subtitles. Each film will be available in an average of 8 territories on referenced in global platforms (iTunes, Google Play, Amazon, Sony, XboX) as well as leading local platforms like Tf1, Universciné, Filmin or Flimit.

The Film Agency develops and implements customized marketing actions and promotion tools to support digital sales, both on a territory-by-territory basis and on a transversal level. Besides the overall supervision and adaptation of materials, we have carried out sales-driven digital strategies with tools such as Google Adwords Display Network, Google Remarketing, Youtube True View, Video Seeding and Social Media contents. All in all, these tools have reached more than 1.5 million impacts in the last quarter. In parallel we also run a PR-awareness-driven campaign with high impact in mass media.


"Walk This Way aggregates and generates innovation marketing strategies for straight-to-VOD distribution of films in the European Union"


A key aspect of the innovation marketing strategies mix, is social media. The Film Agency is running the social media communication and promotion of the Walk This Way collections and premium titles. We have created a Walk This Way online community raising awareness between users through daily content publication, flash contests about movies, adverts administration, set up of cross promotion actions with partners as Cinemanía, PlayGround or Filmin and providing VoD unique experiences with the Walk This Way HomeBox.




The Walk This Way Home Box

Walk This Way introduced the HomeBox promotion. We raffle these boxes through our own social media profiles or through media partners’. The box contains all the must-have elements to enjoy watching movies at home. The principal item is either a Google Chrome Cast or an Apple TV, and complementary assets are Gourmet Pop Corn, goodies and iTunes free promocodes. The idea is to provide to the user with a whole VoD experience thanks to Walk This Way. We have currently set more than 20 Home Box contests with media partners such as YoDona, RedMujer and Nosotras.com and we’ll soon be introducing the action with media partners and influencers in the UK and Germany.