14/12/2012 - French company Under The Milky Way has developed an efficient tool for online marketing actions on social networks With Waveback, which is launched at Les Arcs European Film Festival

Social media campaigns are becoming increasingly essential in film marketing. The promotion of film projects starts in the early stages of production, so that audiences' attention can be quickly generated. With Waveback, the French company Under The Milky Way has developed a tool that helps film industry professionals to create social media campaigns for their movies. The aim is to drive and monitor online marketing actions on social networks at every stage of the production and distribution of a film.

"Waveback is a very efficient tool for distributors who don't have any staff or budget for social media agencies," explained Pierre-Alexandre Labelle, co-founder of Under the Milky Way. The innovative software can be used for free - Wavebackʼs user-friendly interface allows the simultaneous publication of content as movie trailers, pictures, or status updates on various platforms such as Facebook, Youtube, Vimeo or Dailymotion. The software collects and organizes social media activity to optimize community management and marketing campaigns.

The development of Waveback was supported by RIAM (Research and Innovation network in the Audiovisual and Multimedia industry) lead by the CNC and OSEO innovation and the MEDIA programme. The first pilot version was tested by European film distributors as Filmcoopi (Switzerland), Scanbox (Norway), Thimfilm (Austria) and the Paris-based marketing agency Le K. The official launch of Waveback takes place at Les Arcs European Film Festival. The Waveback team will be at the co-production village from December 15-18, 2012.