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Five days into the Sundance Film Festival, the Sundance Institute added 25,000 new Instagram followers, bringing its total to 510,000 as of today.
The 2024 festival wrapped up at the end of January, and its marketing leaders told ADWEEK that right now, the stakes feel high. The festival faces an existential threat as its loyal base ages, and so it’s embraced a marketing transformation to encourage brand loyalty from millennials and Gen Z.
Its 2023 festival was the first time the Sundance Institute realized it had significant traction with people between 18 and 34.
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