Social Media Case Study: How a $15,000 horror movie made more than $7 million with help of Twitter and Facebook

PARANORMAL ACTIVITY SOCIAL MEDIA SUCCESS
CASE STUDY
How a $15,000 horror movie made more than $7 million with help of Twitter and Facebook

The fans have really made this their film and they are doing the bulk of the work to market the film
- Megan Colligan, co-president of marketing for Paramount

The film is selling itself
- Josh Greenstein, co-president of marketing for Paramount

Paranormal Activity Rides the Social Web to Millions at the Box Office
- Economic Times

The WOM Process

Demand how?

By clicking

To watch the movie

Invite people to make it

Invite people to make it
1,000,000 Demands

How the Demand Grew?

By Spreading the Word Via

Emailing Friends

tweeting
Emailing Friends

Using widget on blogs & websites
tweeting
Emailing Friends

tweeting
Facebook share
Emailing Friends

tweeting
Facebook share
Pasting the links
Emailing Friends

tweeting
Facebook share
Pasting the links
Emailing Friends
And the Most Effective??

tweeting
Facebook share
Pasting the links
Emailing Friends

Tweeting

Tweeting about Paranormal Activity Demand

Tweeting about Paranormal Activity Experience

Tweeting Paranormal Activity Reviews & Posting links to reviews by experts, videos, websites and blogs

Leading to a Paranormal Activity Conversation

Ample Paranormal Activity tweets & conversation makes it in the list of TRENDING TOPICS

Raising Curiosity among Tweeters who haven’t heard about
Paranormal Activity!

Resulting in conversation, questions & need to know about
Paranormal Activity!

Facebook Share and Fan Pages

Beyond 20 Paranormal Activity groups targeting individual countries
More than 25 Paranormal Activity fan pages with maximum holding 1,00,000 fans

Activities on Fan Pages
Hosting Parties

Raising interest among theatres to actively promote the movie and sell tickets to be a part of the party
Pleading customers to purchase tickets to support their nearby / favorite theatre. Also, providing information on left over tickets.
Hosting Parties

Uploading reaction videos

Uploading reaction Photos

Uploading reaction Photos
Discussions

Facebook Share
Positive
Conversation
People updating Status message about Paranormal Activity from personal profiles & on fan pages
Raising curiosity among people who have not watched it yet!

Facebook Share
Reactions on status messages on personal profile and fan pages
Negative feedback
Positive feedback

Facebook Share
Negative feedback
Positive feedback
photos share, videos share, paranormal activity links share (to blogs, websites, reviews, news), FB applications etc..

Facebook Share
Negative feedback
Positive feedback
photos share, videos share, paranormal activity links share (to blogs, websites, reviews news), FB applications etc..
Resulting In >>

Conversations

Conversations
Conversations
& Conversations

Conversations
Conversations
& Conversations
Spreading Word of Mouth and Increasing Demand

Thank You! Hope you liked it!
This presentation is created by Sorav Jain
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