Case Study: Stradella Road drives record pre-release ticket sales and fan engagement with Kinvey

Mobile App Delivers Fan Excitement & Engagement

Universal Pictures needed a scalable, engaging way to turn the cultural phenomenon of Fifty Shades of Grey into equivalent box-office excitement for the film adaptation. The challenge was to mobilize fans, build momentum before release, and drive pre‑release ticket sales through a memorable digital experience.

Universal and agency Stradella Road launched an in‑world “Grey Enterprises Internship” app across iOS, Android, Kindle and web, powered by Kinvey for identity, media, push and offline sync. The app delivered assignments, badges and social sharing, scaled to hundreds of thousands of users (with millions of API calls and extensive user‑generated content), and contributed to the film achieving the highest pre‑release ticket sales for any R‑rated movie, according to Fandango.

Stradella Road

Gordon Paddison

CEO