OUR TASK
CNBetter Media was white-labeled by LIQUID SOUL to support Focus Features in executing a comprehensive, culturally driven campaign for the theatrical release of RACE, the powerful biopic chronicling the life and legacy of Olympic legend Jesse Owens.
The challenge was twofold:
- Drive awareness and urgency for the film’s national theatrical release.
- Ensure the story resonated authentically with Black audiences, community leaders, educators, faith institutions, and cultural influencers—particularly during Black History Month.
This required more than traditional film publicity. It demanded a multi-layered campaign rooted in history, community, and cultural relevance.
OUR SOLUTION
We designed and executed a fully integrated campaign that blended publicity, partnerships, experiential activations, digital storytelling, and grassroots engagement into one cohesive narrative.
Publicity & Media Relations
Executed fast-breaking, mid-lead, and syndicated media outreach across African American and general market outlets. Managed press days, premiere coverage, talent appearances, and national interviews to maintain consistent momentum throughout the release window.
Black History Month Cultural Programming
Positioned RACE as a cornerstone Black History Month moment by aligning talent appearances, museum engagements, press days, and community screenings with cultural institutions and academic spaces, including museums, universities, and churches.
Experiential Screenings & National Tour
Produced and supported a multi-city national screening tour across key markets including Atlanta, New York City, Los Angeles, Chicago, Dallas, Miami, Philadelphia, and Washington, D.C. These events engaged social influencers, civic leaders, athletes, and community organizers, transforming screenings into moments of dialogue and cultural celebration.
Community & Civic Partnerships
Secured strategic partnerships with nationally respected organizations including:
- Alpha Phi Alpha Fraternity, Inc.
- Delta Sigma Theta Sorority, Inc.
- National Urban League
- Black Men Run
Each partner activated their national memberships through endorsements, social amplification, group screenings, and opening-weekend mobilization efforts.
Corporate Partnership Activation
Activated a high-impact partnership with McDonald’s, which included:
- Distribution of nearly 80,000 custom “I AM JESSE OWENS” mural calendars across African American–owned McDonald’s locations in eight major markets
- Advanced private screenings hosted in five cities
- Integration into Black History Month local marketing efforts
Faith-Based & Educational Outreach
Developed a dedicated faith-based portal and discussion guide, distributed to churches, educators, and civic organizations nationwide to encourage group attendance and post-screening dialogue.
Social & Influencer Campaign: #LikeJesse
Created and executed “29 Days of #LikeJesse,” a Black History Month social media initiative that encouraged celebrities, influencers, organizations, and community leaders to share daily facts, quotes, and reflections inspired by Jesse Owens’ legacy.
The campaign featured participation from major cultural figures, athletes, brands, and entertainers, creating sustained, organic engagement throughout February.
OUR RESULTS
The RACE campaign delivered exceptional reach, engagement, and cultural impact:
- 452M+ earned media impressions across online coverage
- 77 online feature breaks
- 204M+ impressions from McDonald’s partnership coverage
- 350+ earned placements tied to the McDonald’s activation alone
- 80,000+ calendars distributed across eight major U.S. markets
- 350,000+ community members reached through civic and grassroots partnerships
- 257,000+ engagements through faith-based portals and guides
- 8-city national screening tour with over 2,900 registrants and a 79% average attendance rate
- 98M estimated social reach from the #LikeJesse influencer campaign
- Nearly 10M impressions generated from talent and influencer posts tied to the Atlanta premiere
The RACE campaign stands as a masterclass in culturally intelligent film marketing. By weaving together media relations, corporate partnerships, grassroots organizing, and digital storytelling, CNBetter Media helped transform the film from a theatrical release into a national cultural moment.
This integrated approach not only amplified visibility and ticket sales—it honored Jesse Owens’ legacy by ensuring his story reached audiences in spaces where history, identity, and inspiration live.
Clients:
Focus Features
Project Demands:
Integrated Film Publicity & Marketing, Community Outreach & Partnerships, Experiential Marketing & Screenings, Influencer Campaigns & Partnerships, Social Media Campaign Development
Category:
Film & Television Integration
Similar work.
CNBetter Media is a full-service public relations and integrated marketing agency helping big brands, small brands doing big things and captivating voices go from background noise to household names. Through a strategic mix of specialized services, we successfully help our clients get in position for the visibility they want and the recognition they deserve. The agency is based in Atlanta, Georgia, but equipped to serve the world thanks to a rock star team stationed across various U.S. cities with expertise across multiple industries.
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