Marcus Bastiaanse: Cases Entertainment Industry
<ul><li>Introduction p.03 </li></ul><ul><li>Research design p.04  </li></ul><ul><li>Criteria p.05 </li></ul><ul><li>Case 1...
<ul><li>Introduction </li></ul><ul><li>SocialMedia8 is always  researching  and following developments around the  enterta...
<ul><li>Research design: </li></ul><ul><li>Problem </li></ul><ul><li>SocialMedia8 want  gain clients  within the  entertai...
<ul><li>Selection criteria: </li></ul><ul><li>Remarkable measured result </li></ul><ul><li>Timing </li></ul><ul><li>Consum...
<ul><li>Cases </li></ul><ul><li>Heb jij het nog in je? Toen je nog kind was hoefde je </li></ul>
Dante’s Inferno
<ul><li>Digital Marketing Case </li></ul><ul><li>Brand EA Games </li></ul><ul><li>Product Dante’s Inferno </li></ul><ul><l...
<ul><li>Create buzz & awareness and increase purchase intend by bringing hell to earth </li></ul>Challenge
<ul><li>Bringing Hell to Earth by: </li></ul><ul><li>Introducing  the  9 circle’s of hell </li></ul><ul><li>Media: </li></...
www.dantesinferno.com
www.dantesinferno.com  Twitter Integration
www.youtube.com/user/EA
www.apps.facebook.com/dantes-inferno
www.apps.facebook.com/go-to-hell
iPhone Application
9 Months Guerilla Marketing  <ul><li>Limbo </li></ul><ul><li>Lust </li></ul><ul><li>Gluttony </li></ul><ul><li>Greed </li>...
Example Month 5 Theme: Anger (WMV.)
Example Month 5 Theme: Anger (AVI)
<ul><li>Blogger outreach </li></ul><ul><li>Not measured </li></ul><ul><li>Youtube Trailer (EA Games) </li></ul><ul><li>1,7...
<ul><li>Facebook Application (Go To Hell) </li></ul><ul><li>+600.000 persons or objects are  banned to hell </li></ul><ul>...
<ul><li>Relevant content </li></ul><ul><li>Seeding (guerilla style) </li></ul><ul><li>Thematic visuals </li></ul><ul><li>C...
Guitar Hero 5
<ul><li>Digital Marketing Case </li></ul><ul><li>Brand Activision </li></ul><ul><li>Product Guitar Hero 5 </li></ul><ul><l...
<ul><li>Create an online destination that would appeal to all its artists, while facilitating digital interaction, global ...
<ul><li>Community Platform most important features: </li></ul><ul><li>Sales </li></ul><ul><li>Integrated Guitar Hero  Shop...
<ul><li>External platforms: </li></ul><ul><li>Viral video seeding by Youtube  Channel </li></ul><ul><li>Twitter  and  Face...
www.hub.guitarhero.com
www.youtube.com/user/GuitarHeroGames
www.facebook.com/GuitarHero
www.twitter.com/GuitarHero
<ul><li>Community Platform </li></ul><ul><li>+ 50%  registered members  compared to the old platform  </li></ul><ul><li>Mo...
<ul><li>Youtube (Guitar Hero Games channel) </li></ul><ul><li>A total of +2.4 million  views  of all the Guitar Hero 5 con...
<ul><li>Game console connection </li></ul><ul><li>Integrated webshop (ROI) </li></ul><ul><li>Integration of Guitar Hero co...
Paranormal Activity
<ul><li>Digital Marketing Case </li></ul><ul><li>Brand Paramount Pictures </li></ul><ul><li>Product Paranormal Activity </...
<ul><li>Get insights about the demand in the U.S. for a distribution strategy for Paranormal Activity </li></ul>Challenge
<ul><li>Get insights for a distribution strategy by: </li></ul><ul><li>Getting 1.000.000  demands  on eventful.com before ...
www.eventful.com
www.paranormalmovie.com
www.facebook.com/paranormalactivity
www.twitter.com/TweetYourSream
<ul><li>Eventful.com </li></ul><ul><li>7 milllion  visitors  on the Paranormal Activity landingspage </li></ul><ul><li>1.4...
<ul><li>Power to the consumer </li></ul><ul><li>Reason to share </li></ul><ul><li>Risk </li></ul>Success factors
Sensation 2009
<ul><li>Digital Marketing Case </li></ul><ul><li>Brand ID&T/Sensation </li></ul><ul><li>Product - </li></ul><ul><li>Year 2...
<ul><li>Deliver the audience a Sensation experience by giving them a message in a way like they get engaged and can spread...
<ul><li>Delivering the audience a Sensation  experience  by </li></ul><ul><li>giving them a message in a way like they get...
www.wecelebratelivewithhouse.com
www.dancetunesradio.com
www.facebook.com/OfficialSensation
www.youtube.com/sensationvideo
www.twitter.com/sensation
www.flickr.com/photos/sensationphotos
<ul><li>Sensation.com </li></ul><ul><li>More then 4,8 milllion  sitevisits </li></ul><ul><li>More then 2,6 milllion  uniqu...
<ul><li>Long-term vision </li></ul><ul><li>Consistence  </li></ul><ul><li>Different content types over different channels ...
The Ironman 2
<ul><li>Digital Marketing Case </li></ul><ul><li>Brand Marvel </li></ul><ul><li>Product Iron Man 2 </li></ul><ul><li>Year ...
<ul><li>Create buzz & awareness for  </li></ul><ul><li>Iron Man 2* </li></ul><ul><li>* Made on assumptions </li></ul>Situa...
<ul><li>Creating buzz and awareness by: </li></ul><ul><li>Bringing the  futuristic theme  of the movie to life  </li></ul>...
<ul><li>Before Cinema Release </li></ul>
Seeding Material
First Teaser Trailer on www.youtube.com/user/marvel
www.ironmanmovie.marvel.com/intl/uk/mainsite/
http://ironmanmovie.marvel.com/intl/uk/mainsite/
http://ironmanmovie.marvel.com/intl/uk/mainsite/
www.twitter.com/jon_favreau
www.facebook.com/IronManMovie
www.starkexpo.com
www.facebook.com/starkexpo
www.iamironman2.com
Augmented Reality Webcam Game (WMV.)
Augmented Reality Webcam Game (AVI.)
Second Teaser Trailer on www.youtube.com/user/marvel
<ul><li>After Cinema Release </li></ul>
www.ironman.oracle.edgesuite.net
www.lgim2.com
Mobile Application (Augmented Reality)
Mobile Application (WMV.)
Mobile Application (AVI.)
<ul><li>Blogspostings </li></ul><ul><li>Total sales </li></ul><ul><li>A total $ 594 million  revenue   </li></ul>Results (1)
<ul><li>Youtube Trailer 1 </li></ul><ul><li>+ 23 million  views   </li></ul><ul><li>287.649 times  shared  to Facebook, Tw...
<ul><li>Easy content sharing </li></ul><ul><li>Builds further on story of the last movie without revealing much about the ...
Batman: The Dark Knight
<ul><li>Digital Marketing Case </li></ul><ul><li>Brand Warner Bros </li></ul><ul><li>Product Batman: The Dark Knight  </li...
<ul><li>Create a dedicated Batman fanprogram* </li></ul><ul><li>* Based on assumptions </li></ul>Challenge
<ul><li>Creating a dedicated  Batman  fan program by: </li></ul><ul><li>Facilitating an  alternate reality game  about the...
www.whysoserious.com
www.gothamtimes.com
www.ibelieveinharveydent.com
Why So Serious? Campaign Flow (video)
All fictional Webpages www.whysoserious.com   www.ibelieveinharveydent.com   www.thegothamtimes.com www.thehahahatimes.com...
www.facebook.com/darkknight
<ul><li>Participation </li></ul><ul><li>More than 10 million  unique active participants  worldwide </li></ul><ul><li>Vide...
<ul><li>Campaigns anticipates on the participation of the fans and their strong relation with the brand </li></ul><ul><li>...
Thumps up for……………………………. Success factors
<ul><li>Content Quality/Relevance </li></ul>Success factor (1)
<ul><li>Distinctive Seeding Approaches </li></ul>Success factor (2)
<ul><li>Share Friendly Content </li></ul>Success factor (3)
<ul><li>Use of branded fan hubcommunities  </li></ul>Success factor (4)
Success factor (5) Use of ambience from the entertainment product in the campaign
Success factor (6) Use of exclusive, mysterious or fictional content
Marcus Bastiaanse Intern @ SocialMedia8 [email_address] +31647785768 Aldi Souripet Social Media Specialist @ SocialMedia8 ...
Upcoming SlideShare
Loading in...5
×

Cases entertainment industry

874

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
874
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
26
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Rick Astley - Never Gonna Give You Up
  • Rick Astley - Never Gonna Give You Up
  • Cases entertainment industry

    1. 1. Marcus Bastiaanse: Cases Entertainment Industry
    2. 2. <ul><li>Introduction p.03 </li></ul><ul><li>Research design p.04 </li></ul><ul><li>Criteria p.05 </li></ul><ul><li>Case 1: Dante’s Inferno p.07 </li></ul><ul><li>Case 2: Guitar Hero 5 p.22 </li></ul><ul><li>Case 3: Paranormal Activity p.34 </li></ul><ul><li>Case 4: Sensation 2009 p.44 </li></ul><ul><li>Case 5: The Ironman 2 p.56 </li></ul><ul><li>Case 6: Batman: The Dark Knight p.81 </li></ul><ul><li>Success factors p.93 </li></ul><ul><li>Contact p.100 </li></ul>Index
    3. 3. <ul><li>Introduction </li></ul><ul><li>SocialMedia8 is always researching and following developments around the entertainment industry . In general entertainment products show a lot engagement from the audience and have a lot of fan potential . </li></ul><ul><li>Digital marketing can be really relevant for companies in this market. SocialMedia8 wants to gain clients in this market segment. </li></ul><ul><li>Heb jij het nog in je? Toen je nog kind was hoefde je </li></ul>Introduction
    4. 4. <ul><li>Research design: </li></ul><ul><li>Problem </li></ul><ul><li>SocialMedia8 want gain clients within the entertainment industry and create a USP in this market. For these clients you need knowledge and expertise to meet their needs. To add a part of this knowledge to SocialMedia8 there is a need for best practices to learn from their successes. </li></ul><ul><li>Goal </li></ul><ul><li>Know more about succes factors of digital success story’s from the past and learn from these insights </li></ul><ul><li>Important research boundry’s </li></ul><ul><li>Entertainment Industry: Films, Games, Events, Artists </li></ul><ul><li>Markets with Dutch or English language </li></ul>Research design
    5. 5. <ul><li>Selection criteria: </li></ul><ul><li>Remarkable measured result </li></ul><ul><li>Timing </li></ul><ul><li>Consumer participation </li></ul><ul><li>Relevant and/or shareable content </li></ul><ul><li>Consistence & choice of digital channels </li></ul><ul><li>Relation to offline* </li></ul><ul><li>* Offline activities are not mentioned in report when it’s not relevant </li></ul>Selection criteria
    6. 6. <ul><li>Cases </li></ul><ul><li>Heb jij het nog in je? Toen je nog kind was hoefde je </li></ul>
    7. 7. Dante’s Inferno
    8. 8. <ul><li>Digital Marketing Case </li></ul><ul><li>Brand EA Games </li></ul><ul><li>Product Dante’s Inferno </li></ul><ul><li>Year 2009 (Released on 9 February 2009) </li></ul><ul><li>Agency Ascentium and LOLapps </li></ul><ul><li>Assignment Create buzz & awareness and increase purchase intend by bringing hell to earth </li></ul><ul><li>Digital Channels Branded website, Facebook, Youtube, Twitter, Mobile App, Bloggers </li></ul><ul><li>Content Type Flash Experience, Giveaways, Video’s, Pictures, Social Applications </li></ul>Campaign Details
    9. 9. <ul><li>Create buzz & awareness and increase purchase intend by bringing hell to earth </li></ul>Challenge
    10. 10. <ul><li>Bringing Hell to Earth by: </li></ul><ul><li>Introducing the 9 circle’s of hell </li></ul><ul><li>Media: </li></ul><ul><li>Seeding online video content </li></ul><ul><li>Story experience website with Twitter integration </li></ul><ul><li>Facebook Community + Application + RPG Game </li></ul><ul><li>Facebook connected iPhone application </li></ul><ul><li>9 months of marketing hell (PR campaign) </li></ul>Solution
    11. 11. www.dantesinferno.com
    12. 12. www.dantesinferno.com Twitter Integration
    13. 13. www.youtube.com/user/EA
    14. 14. www.apps.facebook.com/dantes-inferno
    15. 15. www.apps.facebook.com/go-to-hell
    16. 16. iPhone Application
    17. 17. 9 Months Guerilla Marketing <ul><li>Limbo </li></ul><ul><li>Lust </li></ul><ul><li>Gluttony </li></ul><ul><li>Greed </li></ul><ul><li>Anger </li></ul><ul><li>Heresy </li></ul><ul><li>Voilence </li></ul><ul><li>Fraud </li></ul><ul><li>Treachery </li></ul>
    18. 18. Example Month 5 Theme: Anger (WMV.)
    19. 19. Example Month 5 Theme: Anger (AVI)
    20. 20. <ul><li>Blogger outreach </li></ul><ul><li>Not measured </li></ul><ul><li>Youtube Trailer (EA Games) </li></ul><ul><li>1,7 million natural views </li></ul><ul><li>5336 votes (5035 positive) </li></ul><ul><li>8579 comments trailer on Youtube </li></ul><ul><li>3864 times shared to Twitter, Facebook or Google Buzz </li></ul>Results (1)
    21. 21. <ul><li>Facebook Application (Go To Hell) </li></ul><ul><li>+600.000 persons or objects are banned to hell </li></ul><ul><li>Peak of 4 milllion monthly active users </li></ul><ul><li>A total of van 5 million notifications </li></ul><ul><li>64% of the MAU’s were logged in more then an hour per session </li></ul><ul><li>Users had a purchase intent of 62% </li></ul><ul><li>400.000 pre-orders </li></ul><ul><li>Facebook RPG Game (Battle of Damned) </li></ul><ul><li>Avarage 140.000 unique active users per day </li></ul><ul><li>275% ROI through microtransactions </li></ul><ul><li>Conversion of 1,2 % directly through RPG game </li></ul>Results (2)
    22. 22. <ul><li>Relevant content </li></ul><ul><li>Seeding (guerilla style) </li></ul><ul><li>Thematic visuals </li></ul><ul><li>Call to action in social applications </li></ul>Success factors
    23. 23. Guitar Hero 5
    24. 24. <ul><li>Digital Marketing Case </li></ul><ul><li>Brand Activision </li></ul><ul><li>Product Guitar Hero 5 </li></ul><ul><li>Year 2009 (Released on 1 September 2009) </li></ul><ul><li>Agency BlitzAgency </li></ul><ul><li>Assignment Create an online destination that would appeal to all its artists, while facilitating digital interaction, global community integration, user personalization and product sales before the introduction of Guitar Hero 5 </li></ul><ul><li>Digital Channels Branded Community Platform, Facebook, Twitter and Youtube </li></ul><ul><li>Content Type Branded video’s and pictures, Downloadable Guitar Hero songs for gameconsole, Online groups & tournaments and a Guitar Hero Webshop </li></ul>Campaign details
    25. 25. <ul><li>Create an online destination that would appeal to all its artists, while facilitating digital interaction, global community integration, user personalization and product sales before the introduction of Guitar Hero 5 </li></ul>Challenge
    26. 26. <ul><li>Community Platform most important features: </li></ul><ul><li>Sales </li></ul><ul><li>Integrated Guitar Hero Shop </li></ul><ul><li>New Guitar Hero songs for game console </li></ul><ul><li>Content </li></ul><ul><li>Game features </li></ul><ul><li>Exclusive Guitar Hero video’s and pics </li></ul><ul><li>Game console </li></ul><ul><li>Full connection from game console (Xbox, PS3) </li></ul><ul><li>Online tournament planning </li></ul><ul><li>Community </li></ul><ul><li>Social Media integrations (Blogs & News, Twitter, Facebook) </li></ul><ul><li>Content Likes </li></ul><ul><li>Friend groups </li></ul><ul><li>Forum </li></ul><ul><li>Costumer support </li></ul>Solution (1)
    27. 27. <ul><li>External platforms: </li></ul><ul><li>Viral video seeding by Youtube Channel </li></ul><ul><li>Twitter and Facebook Community </li></ul>Solution (2)
    28. 28. www.hub.guitarhero.com
    29. 29. www.youtube.com/user/GuitarHeroGames
    30. 30. www.facebook.com/GuitarHero
    31. 31. www.twitter.com/GuitarHero
    32. 32. <ul><li>Community Platform </li></ul><ul><li>+ 50% registered members compared to the old platform </li></ul><ul><li>More then 700.000 community members after campaign </li></ul><ul><li>Doubled traffic figures compared to the old platform </li></ul><ul><li>Sales </li></ul><ul><li>Tripled online sales figures Guitar Hero products </li></ul><ul><li>More than 2.7 million units of Guitar Hero 5 were saled worldwide </li></ul>Results (1)
    33. 33. <ul><li>Youtube (Guitar Hero Games channel) </li></ul><ul><li>A total of +2.4 million views of all the Guitar Hero 5 content </li></ul><ul><li>A total of 9.462 comments on all the Guitar Hero 5 content </li></ul><ul><li>A total of 8.781 votes on the Guitar Hero 5 teasers content (7.862 positive) </li></ul><ul><li>The Guitar Hero 5 content was 28.448 times shared to Facebook, Twitter or Google Buzz </li></ul><ul><li>Facebook </li></ul><ul><li>1 million more Facebook fans after the campaign </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>Results (2)
    34. 34. <ul><li>Game console connection </li></ul><ul><li>Integrated webshop (ROI) </li></ul><ul><li>Integration of Guitar Hero conversations and content from external social networks </li></ul><ul><li>Long term vision </li></ul>Success factors
    35. 35. Paranormal Activity
    36. 36. <ul><li>Digital Marketing Case </li></ul><ul><li>Brand Paramount Pictures </li></ul><ul><li>Product Paranormal Activity </li></ul><ul><li>Year 2009 (Released on 25 September 2009) </li></ul><ul><li>Agency Creative Artist Agency </li></ul><ul><li>Assignment Get insights about the demand in the U.S. for a distribution strategy for Paranormal Activity </li></ul><ul><li>Digital Channels Eventful.com, Facebook, Twitter, Youtube, e-mails </li></ul><ul><li>Content Type Campaign info and video trailer </li></ul>Campaign details
    37. 37. <ul><li>Get insights about the demand in the U.S. for a distribution strategy for Paranormal Activity </li></ul>Challenge
    38. 38. <ul><li>Get insights for a distribution strategy by: </li></ul><ul><li>Getting 1.000.000 demands on eventful.com before the film will open nation wide </li></ul><ul><li>Media: </li></ul><ul><li>Branded page on Eventful.com </li></ul><ul><li>Campaign page with Evenful.com integration </li></ul><ul><li>Online video trailer </li></ul><ul><li>Branded e-mails & weakly e-mailupdates </li></ul><ul><li>Bloggers and the Twitter and Facebook audience to spread the word </li></ul>Solution
    39. 39. www.eventful.com
    40. 40. www.paranormalmovie.com
    41. 41. www.facebook.com/paranormalactivity
    42. 42. www.twitter.com/TweetYourSream
    43. 43. <ul><li>Eventful.com </li></ul><ul><li>7 milllion visitors on the Paranormal Activity landingspage </li></ul><ul><li>1.4 milllion active users who demanded Paranormal Activity </li></ul><ul><li>  </li></ul><ul><li>Online sales </li></ul><ul><li>500.000 sold tickets online </li></ul><ul><li>250.000 sold dvd’s by Amazon.com </li></ul><ul><li>  </li></ul><ul><li>Youtube trailer </li></ul><ul><li>+ 19 million videoviews </li></ul><ul><li>+ 361.227 times shared to Facebook, Twitter or Google Buzz </li></ul><ul><li>+ 19.933 votes (17.624 positive) </li></ul><ul><li>+ 44.084 comments </li></ul>Results
    44. 44. <ul><li>Power to the consumer </li></ul><ul><li>Reason to share </li></ul><ul><li>Risk </li></ul>Success factors
    45. 45. Sensation 2009
    46. 46. <ul><li>Digital Marketing Case </li></ul><ul><li>Brand ID&T/Sensation </li></ul><ul><li>Product - </li></ul><ul><li>Year 2009 (Year Program) </li></ul><ul><li>Agency - </li></ul><ul><li>Assignment Deliver the audience a Sensation experience and deliver them a message in a way like they get engaged and can spread the word </li></ul><ul><li>Digital Channels Branded Communityplatform, Owned Online Radio Channel, Facebook, Twitter, Youtube and Flickr </li></ul><ul><li>Content Type Video’s, Pictures, Podcasts, Info </li></ul>Campaign details
    47. 47. <ul><li>Deliver the audience a Sensation experience by giving them a message in a way like they get engaged and can spread the word* </li></ul><ul><li>* Based on an public interview from NIMA institute with the Sensation Brand </li></ul><ul><li>Manager 2009 </li></ul>Challenge
    48. 48. <ul><li>Delivering the audience a Sensation experience by </li></ul><ul><li>giving them a message in a way like they get </li></ul><ul><li>engaged and can spread the word by : </li></ul><ul><li>A consistent stream of Sensation content </li></ul><ul><li>Pushing on different networks , different content types like : </li></ul><ul><li>- Podcasts </li></ul><ul><li>- Video’s </li></ul><ul><li>- (Party) Pictures </li></ul><ul><li>- News </li></ul><ul><li>Facilitating a branded community platform were the audience can share their Sensation content and opinions from social networks with Sensation and their peers </li></ul>Solution
    49. 49. www.wecelebratelivewithhouse.com
    50. 50. www.dancetunesradio.com
    51. 51. www.facebook.com/OfficialSensation
    52. 52. www.youtube.com/sensationvideo
    53. 53. www.twitter.com/sensation
    54. 54. www.flickr.com/photos/sensationphotos
    55. 55. <ul><li>Sensation.com </li></ul><ul><li>More then 4,8 milllion sitevisits </li></ul><ul><li>More then 2,6 milllion unique visitors </li></ul><ul><li>A total of 11 million pageviews </li></ul><ul><li>  </li></ul><ul><li>Facebook </li></ul><ul><li>+105.000 Facebook fans </li></ul><ul><li>  </li></ul><ul><li>Dancetunesradio.com </li></ul><ul><li>2,4 million Sensation podcasts downloaded </li></ul><ul><li>  </li></ul><ul><li>Video </li></ul><ul><li>A daily average of 300.000 Sensation related video uploads by the audience </li></ul>Results
    56. 56. <ul><li>Long-term vision </li></ul><ul><li>Consistence </li></ul><ul><li>Different content types over different channels </li></ul>Success factors
    57. 57. The Ironman 2
    58. 58. <ul><li>Digital Marketing Case </li></ul><ul><li>Brand Marvel </li></ul><ul><li>Product Iron Man 2 </li></ul><ul><li>Year 2009/2010 (Released on 7 May 2010) </li></ul><ul><li>Agency The Picture Production Company, Veemee, Rubber Republic and We are Auto Bots </li></ul><ul><li>Assignment Create buzz & awareness for Iron Man 2 </li></ul><ul><li>Digital Channels Fake press releases, fake company website, interactive branded websites, Facebook, Twitter, mobile phone </li></ul><ul><li>Content Type Fake seeding materials, interactive games & trailers, mobile application, video’s </li></ul>Campaign details
    59. 59. <ul><li>Create buzz & awareness for </li></ul><ul><li>Iron Man 2* </li></ul><ul><li>* Made on assumptions </li></ul>Situation & Challenge
    60. 60. <ul><li>Creating buzz and awareness by: </li></ul><ul><li>Bringing the futuristic theme of the movie to life </li></ul><ul><li>Media </li></ul><ul><li>Sending out a fake Iron Man 2 newspapers to the press </li></ul><ul><li>Seeding a first online video trailer without revealing al lot of info about the movie </li></ul><ul><li>A fake corporate website for Stark Industries (a company in the movie) </li></ul><ul><li>Interactive video trailer with social network integrations </li></ul><ul><li>Augmented Reality Game through Webcam, containing social network integrations </li></ul><ul><li>Two online cross-promotions </li></ul>Solution
    61. 61. <ul><li>Before Cinema Release </li></ul>
    62. 62. Seeding Material
    63. 63. First Teaser Trailer on www.youtube.com/user/marvel
    64. 64. www.ironmanmovie.marvel.com/intl/uk/mainsite/
    65. 65. http://ironmanmovie.marvel.com/intl/uk/mainsite/
    66. 66. http://ironmanmovie.marvel.com/intl/uk/mainsite/
    67. 67. www.twitter.com/jon_favreau
    68. 68. www.facebook.com/IronManMovie
    69. 69. www.starkexpo.com
    70. 70. www.facebook.com/starkexpo
    71. 71. www.iamironman2.com
    72. 72. Augmented Reality Webcam Game (WMV.)
    73. 73. Augmented Reality Webcam Game (AVI.)
    74. 74. Second Teaser Trailer on www.youtube.com/user/marvel
    75. 75. <ul><li>After Cinema Release </li></ul>
    76. 76. www.ironman.oracle.edgesuite.net
    77. 77. www.lgim2.com
    78. 78. Mobile Application (Augmented Reality)
    79. 79. Mobile Application (WMV.)
    80. 80. Mobile Application (AVI.)
    81. 81. <ul><li>Blogspostings </li></ul><ul><li>Total sales </li></ul><ul><li>A total $ 594 million revenue </li></ul>Results (1)
    82. 82. <ul><li>Youtube Trailer 1 </li></ul><ul><li>+ 23 million views </li></ul><ul><li>287.649 times shared to Facebook, Twitter or Google Buzz </li></ul><ul><li>37.068 votes (35641 positive) </li></ul><ul><li>  </li></ul><ul><li>Youtube Trailer 2 </li></ul><ul><li>14 million views </li></ul><ul><li>183.706 times shared to Facebook, Twitter of Google Buzz </li></ul><ul><li>25.726 votes (24938 positive) </li></ul><ul><li>Facebook </li></ul><ul><li>782.000 more Facebook fans </li></ul><ul><li>Twitter </li></ul><ul><li>760.000 more Twitter followers </li></ul>Results (2)
    83. 83. <ul><li>Easy content sharing </li></ul><ul><li>Builds further on story of the last movie without revealing much about the story of the new story </li></ul><ul><li>Use of the futuristic theme of the movie </li></ul><ul><li>Cool content </li></ul>Success factors
    84. 84. Batman: The Dark Knight
    85. 85. <ul><li>Digital Marketing Case </li></ul><ul><li>Brand Warner Bros </li></ul><ul><li>Product Batman: The Dark Knight </li></ul><ul><li>Year 2007/2008 (Released on 18 July 2008) </li></ul><ul><li>Agency 42 Entertainment </li></ul><ul><li>Assignment Create a Batman dedicated fanprogram </li></ul><ul><li>Digital Channels Campaign Website, Youtube and Facebook </li></ul><ul><li>Content Type Video’s, Info, clues, and challenges from character from the fictional world of Batman </li></ul>Campaign details
    86. 86. <ul><li>Create a dedicated Batman fanprogram* </li></ul><ul><li>* Based on assumptions </li></ul>Challenge
    87. 87. <ul><li>Creating a dedicated Batman fan program by: </li></ul><ul><li>Facilitating an alternate reality game about the </li></ul><ul><li>world of Gotham City for the core Bathman fans </li></ul><ul><li>Media: </li></ul><ul><li>31 fictional websites </li></ul><ul><li>E-mail updates </li></ul><ul><li>Multiple offline alternate reality events </li></ul>Solution
    88. 88. www.whysoserious.com
    89. 89. www.gothamtimes.com
    90. 90. www.ibelieveinharveydent.com
    91. 91. Why So Serious? Campaign Flow (video)
    92. 92. All fictional Webpages www.whysoserious.com www.ibelieveinharveydent.com www.thegothamtimes.com www.thehahahatimes.com www.gothamcablenews.com www.rorysdeathkiss.com www.citizensforbathman.org www.gothamnationalbank.com www.gothamcitypizzeria.com www.acmesecuritysystems.com www.trustgarcetti.com www.rent-a-clown.com www.gothampolice.com www.gothamcityrail.com www.gothamusd.com www.bettyshouseofpies.com www.atasteforthetheatrical.com www.gothamelectionboard.com www.maidenavenuereport.com www.danaworthington.com www.rossisdelicatessen.com www.GVAfoundation.org www.gcferries.com www.kinslytravel.com www.gpdiad.com www.gothamhistorictrust.com www.gothamcab.com www.gothamcityclerck.com www.ccfabg.org www.rememberinggina.org www.wearetheanswer.org
    93. 93. www.facebook.com/darkknight
    94. 94. <ul><li>Participation </li></ul><ul><li>More than 10 million unique active participants worldwide </li></ul><ul><li>Videoportals </li></ul><ul><li>55.000 Dark Knight related videouploads with videoviews up to 8 to 9 million per video </li></ul><ul><li>Blogs </li></ul><ul><li>106.299 Dark Knight related blogpostings on the release day only </li></ul><ul><li>  </li></ul><ul><li>Sales </li></ul><ul><li>13% of the total cinematickets were sold online </li></ul><ul><li>13,5 million sold dvd/blu-ray units worldwide (2008) </li></ul><ul><li>Total revenue of $1,001,945,358,- </li></ul>Results
    95. 95. <ul><li>Campaigns anticipates on the participation of the fans and their strong relation with the brand </li></ul><ul><li>Realistic interface of the campaign </li></ul><ul><li>Smooth interaction between online channels and offline events </li></ul><ul><li>All content to fans first </li></ul>Success factors
    96. 96. Thumps up for……………………………. Success factors
    97. 97. <ul><li>Content Quality/Relevance </li></ul>Success factor (1)
    98. 98. <ul><li>Distinctive Seeding Approaches </li></ul>Success factor (2)
    99. 99. <ul><li>Share Friendly Content </li></ul>Success factor (3)
    100. 100. <ul><li>Use of branded fan hubcommunities </li></ul>Success factor (4)
    101. 101. Success factor (5) Use of ambience from the entertainment product in the campaign
    102. 102. Success factor (6) Use of exclusive, mysterious or fictional content
    103. 103. Marcus Bastiaanse Intern @ SocialMedia8 [email_address] +31647785768 Aldi Souripet Social Media Specialist @ SocialMedia8 [email_address] +31 20 575 74 42 Connect
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×