Universal asks fans to recreate classic 'Jurassic Park' scenes for film's 25th anniversary

Dive Brief:

Universal Brand Development teamed up with content platform Tongal on a user-generated content (UGC) contest to celebrate the 25th anniversary of "Jurassic Park" and the upcoming release of "Jurassic World: Fallen Kingdom" on June 22, a news release announced.
Through Jan. 22, fans can create and submit videos where they relive or recreate their favorite moments from the original film. The videos will be curated by Universal and compilations of some of the most original content will be posted on the Jurassic World website and its official YouTube, Facebook and Instagram pages with the hashtag #ThrowbackThursday through April.
Two grand prize winners will receive $1,000, Jurassic Park products and a DVD set. Up to 48 winners will receive $250 each along with film swag, and their videos will be shared across the film franchise's social channels. The campaign kicks off with a video featuring "Jurrasic World" co-stars Chris Pratt and Bryce Dallas Howard.

Dive Insight:

Universal and Tongal are looking to tap into nostalgia for what's become an iconic piece of pop culture, and the emphasis on UGC ensures the studio will have a well of promotional material to draw on to hype both "Jurassic Park's" 25th anniversary and the upcoming release of the "Jurassic World" sequel. The original "Jurassic Park" is a staple for many movie fans, especially millennials who grew up with it and are likely to have fond memories of the film and its merchandise. By targeting the campaign at that young, digitally-savvy audience, Universal can capitalize on one of social media users' favorite trends: the #ThrowbackThursday or #TBT.

UGC campaigns have become more popular as digital channels and the advancement of smartphone technology give consumers more outlets to share their creativity and actively engage with their favorite brands. The authenticity of user-generated content particularly appeals to millennials, who are also some of the biggest consumers of entertainment products, according to the American Marketing Association. UGC can additionally be a cost-effective strategy for marketers to generate large-scale organic engagement for their brands.

Marketers and Hollywood studios continue to come up with ways to generate buzz for their films that extend beyond traditional in-theater, TV and print ad placements. Disney Pixar created a standalone virtual reality app to promote the release of its latest animated film "Coco" in November. To promote "Star Wars: The Last Jedi," Disney placed digital billboards in Times Square and TEC Towers in Toronto that displayed fans' real-time Twitter reactions.