The Fault in Our Stars is a book about two teens with cancer who fall in love. It doesn’t scream summer movie blockbuster. But it did have an emotional fan base and a social-savvy author in John Green. The strategy was simple: give the campaign to the fans and have them spread the #feels through social media. We recruited 22k ‘Fault Fanatics’ to help us amplify content. We featured fan art and fan reactions. We used every popular teen platform including Instagram, YouTube, Facebook, Twitter and Wattpad. We even let Tumblr fans decide where our stars would go on their public appearance tour. In the end, a movie made for 12 million dollars opened bigger than Tom Cruise’s Edge of Tomorrow and went on to make 250 million dollars globally.
