Analysis of audience (media)Presentation Transcript
Analysis of audience By Mohamoud
The Hangover The Hangover broke box office records following a tidal wave of positive word-of-mouth online, tweets proclaiming its hilarity, and great reviews. The ballsy buddy film set a new record for an R-rated comedy, smashing the record set by Beverly Hills Cop 25 years ago. As of December 2009, The Hangover had amassed $277 million during its domestic theatrical release, and who knows how much more it'll take in on DVD/ Blu-ray. Why the fuss? Because The Hangover has just about everything thrown into it - a chicken, a tiger, a baby, Mike Tyson - and it all works. Ed Helms, Bradley Cooper, and Zach Galifianakis take every joke as far as possible and then go further, and the result is laugh out loud funny.
The Hangover’s promotion
The campaign, which launched at the start of November, employs a highly targeted social media strategy to encourage people to interact with the film and its characters and ignite interest in the home release of one of the year’s most popular comedies. A competition to win an all expenses paid trip to Las Vegas will be the centrepiece of the campaign; however Daemon recommended a supporting strategy which would drive a high number of entrants as well as importantly encouraging entrants to engage with the storyline of the film and therefore start conversations with the brand. Entrants to the competition are invited to upload their funniest party photo to a dedicated page on Facebook – in creative costumes, striking poses and pulling faces that could only be captured in a split second; essentially doing things that make others laugh out loud, a la The Hangover! The specific promotion of the campaign involves seeding invitational content through social media networks such as Twitter and Facebook news feeds, as well as creating a dedicated Facebook page with backgrounds and avatars in the style of the film and its characters.