ADIFF17 – Social media listening at Audi Dublin International Film Festival 2017

Olytico is the official social media monitoring partner of the Audi Dublin International Film Festival (ADIFF) for the third year running and each year, we analyse thousands of pieces of content related to the festival across social media platforms. This year was no different and saw us looking at almost 15,000 mentions of ADIFF across Twitter, Instagram, Facebook and message boards.

The Dublin Film Festival began in 2003 and has screened over 1,600 films. This year’s festival took place from February 16th to 26th and the Olytico office went out in force to soak up all it had to offer. At Olytico we’re all about social media listening and ADIFF didn’t disappoint when it came to social media engagement in 2017.The festival programme hosted a plethora of titles from home grown gems to compelling international talent. The films were shown in some of Dublin’s most prominent cinemas and festival goers flocked to viewings throughout the ten days.


Audi Ireland

Festival sponsor, Audi Ireland, marked its second year with the Dublin International Film Festival and the partnership is making a clear impact on the event. Clever brand integration was created in the AUDI-ence prize. Audience members ranked films using the Audi brand’s four-ringed logo after each film and placed them in a ballot box after the film.

Audience casting their ballot for the audience prize at ADIFF17. Photo credit: Dublin Film Festival
Audience member casting their vote for the AUDI-ence prize at ADIFF17. Photo credit: Audi Dublin International Film Festival

This year’s AUDI-ence prize went to Emer Reynolds’ space exploration documentary, The Farthest The winning filmmakers will be treated by Audi to a VIP experience at the Berlin International Film Festival 2018.

It is not surprising that Audi has partnered with the Dublin International Film Festival as it likes to make a cinematic impact. Most recently, their Super Bowl 51 ad on the topic of gender equality got people talking online. There is no doubt as to its strong cinematography.


Top 10 Films and Documentaries

The buzz surrounding the festival was evident on social media as everyone from audience members, festival staff and the casts and crews of films posted on festival happenings. At Olytico HQ, there was much excitement as we perused the programme. The festival catered to our varying individual tastes, while also bringing us together for a team night to see the hilarious, Mindhorn, directed by Sean Foley, which was one of the Top 10 films of the festival.

Numerous films caused a stir among fans at the festival. The Top 10 films and documentaries were a reflection of fans posting reactions and reviews on social media as well as the attendance of high profile cast and crew at the festival. They are ranked as follows:

Top 10 ADIFF Films & Documentaries courtesy of Olytico
Top 10 ADIFF Films & Documentaries courtesy of Olytico


Top 10 Attendees 

In 2016, spikes in social engagement came with the appearance of headlining stars, such as Angela Lansbury and Richard Gere. In 2017, the importance of celebrity presence and engagement was ever evident.

Posts that received the highest engagement were those that included ‘big names’. Examples of this were in the case of Cillian Murphy and Kristen Stewart.

The Top 10 attendees of the festival generated engagement through fans posting about their favourite stars, and film-goers posting their social media reviews. They are ranked as follows:

Top 10 ADIFF Attendees courtesy of Olytico
Top 10 ADIFF Attendees courtesy of Olytico


Surprise, surprise!

The surprise film has been a staple of the festival since its beginnings in 2003,  with titles like The Squid & the Whale, Muppets Most Wanted and Whiskey, Tango, Foxtrot.

This year’s selection was known only to festival director, Grainne Humphreys, who managed to keep a unique choice under wraps right to the last minute.

This year’s surprise film was sponsored by Just Eat with audiences getting a Just Eat treat when leaving the cinema.

Directed by one half of sketch comedy duo, Key and Peele, Get Out marked a record breaking directorial debut for Jordan Peele. He is the first African American director to gross over 100 million at the box office for a debut film.


Instagram engagement

The growing popularity of Instagram was reflected in the amount of people who engaged with ADIFF on the platform.

We analysed:

536 posts

247 publishers 



976,272 accounts reached

This amounts to 1,938,926 potential impressions. 

An Instagram post by Irish rugby international, Rob Kearney was an example of the power of celebrity in driving traffic to an event. Kearney posted a picture of himself next to an Audi car, wishing the brand well during ADIFF. The post received 3,918 likes.


Further sponsorship

As part of ADIFF 2017, the festival organisers also teamed up with in what proved to be a very successful sponsorship. Film-goers were treated to Just Eat discount cards after each screening and the the brand created a pop of colour throughout the festival along with significant cheer as, let’s face it, we all like to ‘just eat’.

ADIFF volunteers were friendly and upbeat adding to the already fun experience and the brand ran their #MakeaMovieMouthwatering on Twitter. In terms of the overall sponsor mentions, Just Eat accounted for 10% of the sponsorship content while main sponsor, Audi were involved with 66% of total sponsor-related mentions, reflecting the power of a title sponsorship..


ADIFF brought a lot of fun to Dublin during its ten day run, for those of you who couldn’t be part of it this time round, check out the video below with festival highlights:

Festival highlights courtesy of Dublin Film Festival 


If you want to find out more about Olytico or talk about your social media listening requirements, send us a request at or click here.

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