To promote the DVD release of “Picture Perfect 2”, Universal Studios invited fans to share a video of themselves lip-synching a line or song from the movie with the hashtag #pitchsmash to win a walk-on role in the third movie (planned for 2017).
Announced on “Good Morning America”, the contest leveraged the DubSmash mobile app and drew thousands of videos – and movie mentions – across Vine, Instagram and Twitter in just 7 days. Universal Studios did it right by honing in on what makes the movie franchise so popular – the quotable, memorable moments – then turning it over to the fans to own and amplify!