Why a Food Company Threw a Virtual Film Festival
Source Summary
Hormel Foods hosted a virtual film festival in May 2020, during the pandemic, to premiere six short films that profiled inspiring individuals, aged 12 to 101, as part of their “Inspired Fans” campaign. Originally planned for in-person events, the festival pivoted online, showcasing the films via YouTube and accompanied by live discussions with filmmakers and the films’ subjects. The initiative aimed to uplift audiences during a difficult time and was heavily promoted internally and across social media. The campaign attracted significant attention, resulting in thousands of engagements and media coverage.