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Gravity social marketing presentation for Warner Bros
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Gravity social marketing presentation for Warner Bros



A brief 4 slide deck on how to approach the marketing and measuring of the forthcoming sci-fi film 'Gravity' in the UK.

A brief 4 slide deck on how to approach the marketing and measuring of the forthcoming sci-fi film 'Gravity' in the UK.



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  • I am working with media students at Leicester's DMU to test the viability of the short video review concept as a mobile app mentioned on slide 4. See http://www.stuart-hall.com/2013/10/08/macguffin-mvp-testing-proposal/ for details, open for you to see.
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Gravity social marketing presentation for Warner Bros Presentation Transcript

  • 1. Gravity: targeting with effectThe social strategy is to support ticket sales by driving positiveword of mouth around intent to purchase, and sustainingengagement after the opening weekendTo capture the attention and sustained engagement ofinfluencers/fans/film goers through a social campaignculminating in a focused 6 week period, starting 2 weeks up toopening, as key to ticket salesTo maximize market share by segmenting potential audience(e.g. by interest and locality), and to reach out with engagingcontent in relevant channelsAim of focusing on influencers and segmented film goers, is toboth maximise the return on social marketing spend, andintegrate with ‘ATL’ marketing & PR spend for maximum effect
  • 2. Gravity: targeting the ‘influencers’To maximise overall UK audience’s ‘intent to view’ before film’sopening, aim to target influencers using Crimson Hexagon toidentify and measure successAim to work closely with PR to engage influencers by taste, suchas top UK film bloggers and for regional papers, plus geek/sci-fi/gadget/lifestyle magazinesThe top influencers (invite size dependent on budget) will allreceive Gravity 3D glasses, plus invite to special IMAX previewin London and to regional previews. (community manager to livere-tweet)The film’s opening in London will also include celeb influencerslike Alex Zane, appeal to urban younger demographic. (live re-tweet)Metrics: #posts/%engagement > reach > sentiment > intent towatch the film
  • 3. Gravity: out of this world competitionsTo maximise buzz for opening weekend and then to sustaininterest in following 4 weeks audience strategy use integratedcompetition approach with Facebook ads targeting audience byinterest and location across the UK:• UK-wide: a Gravity Facebook page-based competition to winpersonalized 3D glasses which each have your name.Metrics: #entries/#shares/%engagement• One person each week to be entered into chance to win topprize -‘weightless’ flight. PR coverage to include National SpaceCentre tips on surviving the unique experience!Metrics: %engagement/PR ‘emv’• Ten runners-up a week will win free tickets to IMAX acrossUK, winners each Friday to maximize end of week buzz.Metrics: Facebook/Twitter post engagement %, shares
  • 4. Gravity: getting with the programmeFilm goers can send a Gravity e-card invite to friends to ‘buddyup’ for the adrenalin pumping 3D movie watching experience.Available on Facebook, plus Pinterest and UrTurnMetrics: #sign-ups and #sharesEach of the UK IMAX cinemas lobby will have a special Gravitybackdrop for instant video reviews, using of film’s hashtag toID, to customised Facebook Page tabAim to inspire use of Vine-type 30 sec video reviews.Metrics: #uploads and % engagementOverall aim of e-invites and video reviews to help drive andsustain social engagement over the post-opening weeks andthus reduce #sentiment ‘neutrality’Let’s ‘buddy up’