What If

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To build excitement prior to premiere, CBS Films ran a contest to generate buzz about the teen indie film What If. Encouraging the We Heart It community to create a collection starting with at least one of the film’s promoted images, the studio asked We Heart It fans to ‘dream big’ and create a digital collection that represents his/her aspirational future based upon the prompt, “What If you could…”

Winners, selected by star Daniel Radcliffe, with the most creative collections were featured on the movie’s We Heart It canvas. To ignite the conversation, CBS Films inspired users via collections based on love and heartbreak with custom images and quotes from the movie. In just two weeks, the movie’s custom tag, whatifmovie, earned over 115K hearts.

120% Themed collections more than doubled What If’s followers

5.5 The film’s canvas averaged more than five hearts per follower

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