Anatomy of a Social Media Activism            Campaign        Case Study: The Bully Project   [This social media case stud...
Is social media good tool for theactivist? Online media has occasionally proven very effective in cases where social integ...
Bully, The MPAA, and Marketing The documentary Bully rose to notoriety for being the catalyst for a wide outcry against MP...
Campaign Messaging The Twitter campaign, however, did not focus on rating difficulties, or even specifically on marketing ...
Grassroots Campaign Bladimiar Norman, the Weinstein Company‟s Senior Vice President of Marketing, stated that, “The goal w...
Twitter Tuesday March 27, was nicknamed Twitter Tuesday in the Weinstein offices. The company pulled all hands into the ca...
Celebrity Support "The outpouring of support for this film is unlike anything I have seen before," said Bladimiar Norman i...
MPAA AppealThe day before the Twitter campaign, theWeinstein Company stated that the film would bereleased unrated, but th...
Conclusion The massive outpouring of #BullyMovie support on Twitter has proved that an aggressive, ground- up awareness ca...
Sources Mashable: How the #BullyMovie Twitter Campaign Triumphed Over the MPAA The Huffington Post: „Bully‟ Movie: Celebri...
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Anatomy of a Social Media Activism Campaign: #BullyMovie (Slideshow)

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Social media case study on the Weinstein Company’s grassroots Twitter campaign for the documentary "Bully," which was headed by their Senior Vice President of Marketing Bladimiar Norman.

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http://www.thenewsdeck.com/2012/04/anatomy-of-a-social-media-activism-campaign/

Published in: Technology, Business
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Anatomy of a Social Media Activism Campaign: #BullyMovie (Slideshow)

  1. 1. Anatomy of a Social Media Activism Campaign Case Study: The Bully Project [This social media case study appeared on The NewsDeck]
  2. 2. Is social media good tool for theactivist? Online media has occasionally proven very effective in cases where social integration is used to spread awareness of a cause. Case in point: the Weinstein Company‟s #BullyMovie Twitter campaign, headed by Senior Vice President of Marketing Bladimiar Norman. [This social media case study appeared on The NewsDeck]
  3. 3. Bully, The MPAA, and Marketing The documentary Bully rose to notoriety for being the catalyst for a wide outcry against MPAA ratings. Intended to be screened for children as well as adult audiences, the film was saddled with an R rating that prevented it from being shown to its ostensible target audience. The Weinstein Company, the film‟s distributor, took on the task of both marketing the film and attempting to campaign for a ratings change. They were aided with the second goal by an independent movement begun by high school student Katy Butler, who started a Change.org petition demanding a reexamination of the rating. The petition went on to gain 500,000 signatures. [This social media case study appeared on The NewsDeck]
  4. 4. Campaign Messaging The Twitter campaign, however, did not focus on rating difficulties, or even specifically on marketing the film. The aim of what became the #BullyMovie campaign was to spread basic awareness of how widespread the epidemic of bullying is among the nation‟s youth through straightforward tweets like, “Did you know 13 million kids get bullied every year? I support @BullyMovie. Lets make it a trend: #BullyMovie.” [This social media case study appeared on The NewsDeck]
  5. 5. Grassroots Campaign Bladimiar Norman, the Weinstein Company‟s Senior Vice President of Marketing, stated that, “The goal was to create an organic trending of #BullyMovie by activating a massive grassroots campaign, securing one million tweets within one day in a 24-hour period.” [This social media case study appeared on The NewsDeck]
  6. 6. Twitter Tuesday March 27, was nicknamed Twitter Tuesday in the Weinstein offices. The company pulled all hands into the campaign through a custom promotional toolkit and an aggressive tweet and retweet campaign. Norman spent time attracting celebrity interest, which resulted in an extraordinary outpouring of attention from notables like Ellen Degeneres, Katy Perry, Joel McHale, Zooey Deschanel, and dozens more. [This social media case study appeared on The NewsDeck]
  7. 7. Celebrity Support "The outpouring of support for this film is unlike anything I have seen before," said Bladimiar Norman in a conversation with the Huffington Post. "Bully and the social action campaign, The Bully Project, are very personal to The Weinstein Company and I am incredibly honored by the generosity of these websites.” [This social media case study appeared on The NewsDeck]
  8. 8. MPAA AppealThe day before the Twitter campaign, theWeinstein Company stated that the film would bereleased unrated, but the MPAA eventuallyagreed to another round of review. Following thesecond appeal, the film‟s rating was changed toPG-13, ensuring that its target audience couldattend screenings without supervision required.This was an important point for the film‟s directorLee Hirsch, who has pointed out that manychildren might be unwilling to see the film if forcedto attend with their parents. [This social media case study appeared on The NewsDeck]
  9. 9. Conclusion The massive outpouring of #BullyMovie support on Twitter has proved that an aggressive, ground- up awareness campaign can catch on if promoted with proper attention to messaging and audience. [This social media case study appeared on The NewsDeck]
  10. 10. Sources Mashable: How the #BullyMovie Twitter Campaign Triumphed Over the MPAA The Huffington Post: „Bully‟ Movie: Celebrities Join Weinstein Company‟s Crusade Against Bullying Inquisitr:„Bully‟ Documentary To Be Released Without A Rating [This social media case study appeared on The NewsDeck]
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