How to Drive Movie Tune-Ins via Facebook


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How to get the maximum out of your facebook marketing efforts when gathering eyeballs for your TV channel. This is a clear direction of how a Hollywood Movie Channel- WB- managed to leverage from gratification to get users to participate by watching the movies that they have already seen.

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How to Drive Movie Tune-Ins via Facebook

  1. 1. How to Drive Movie Tune-ins via Facebook
  2. 2. Does Facebook Marketing really help boost movie tune-ins?
  3. 3. The Answer is…
  4. 4. And Now.. We will Show You HOW!
  5. 5. The Task at Hand… <ul><li>To drive tune-ins for the ‘WB Action @ 11 pm’ movie line-up & ensure maximum interactions on the ‘ItsOnWB’ Facebook page </li></ul>
  6. 6. What Was Done? <ul><li>WB TV Treasure Contest! </li></ul><ul><li>- Fans were asked a question from the 11 pm action movie </li></ul><ul><li>- Contest questions ensured fans tune-in to get correct answers! </li></ul><ul><li>- Contest posts specially put up at 10:30 pm! (Wednesday, Friday & Saturday) </li></ul>
  7. 7. But how would Contest Questions Drive Movie Tune-Ins?
  8. 8. The fans were asked questions that required them to go watch the movie, in order to get the correct answer! Even if they had seen the movies before!
  9. 9. Contest Question (Example) <ul><li>What’s the last thing Po asks Master Shifu at the end of the movie ‘Kung Fu Panda’? </li></ul><ul><li>- Am I the Dragon Warrior? </li></ul><ul><li>- You want to get something to eat? </li></ul><ul><li>- Are you ok? </li></ul><ul><li>- When do we start training again? </li></ul>
  10. 10. Now to answer that, even you will have to watch the movie… What Say?
  11. 11. And We gave them this! <ul><li>Winners received FunkyWB Computer Speakers! </li></ul><ul><li>In-depth contest questions & the Grand Prize escalted movie tune-ins… </li></ul>
  12. 12. We got hold of Like Gating as well
  13. 13. Landing Page (Pre- Liking)
  14. 14. Landing Page (Post- Liking)
  15. 15. Activity Conducted: <ul><li>FBML Tabs & Display Pictures created for the WB TV Treasure Contest </li></ul><ul><li>Contest questions pertaining to the Action @ 11 pm movies were created to drive movie tune-ins & boost interactions on the ‘ItsOnWB’ page! </li></ul><ul><li>Regular contest posts, movie updates and prompt response to Fan queries on the page </li></ul><ul><li>Cross Promotion on generic hollywood movie pages reaching out to movie enthusiasts on Facebook </li></ul>
  16. 16. Results!
  17. 17. Direct Tune-ins (Examples)
  18. 18. Facebook Impressions <ul><li>5,87, 815 Impressions on the ‘ItsOnWB’ fan page! </li></ul><ul><li>Tremendous boost to movie tune-ins & page interactions … </li></ul>
  19. 19. Fans on ItsOnWB <ul><li>- 25,886 fans added to ‘ItsOnWB’! </li></ul><ul><li>- Boosting the no. of fans from 41,492 to 67,786 </li></ul>
  20. 20. Interactions on ItsOnWB <ul><li>- Interaction levels were on an all time high on ‘ItsOnWB’ (Likes + Comments) </li></ul><ul><li>- Total Participants: 1,706 </li></ul><ul><li>- Unique Participants: 1,197 </li></ul>
  21. 21. Interactions on ItsOnWB <ul><li>Before the Contest! </li></ul><ul><li>After the Contest! </li></ul>
  22. 22. Objectives Reached <ul><li>The main objective of Tune – Ins was achieved with 1200 people participating in the contest </li></ul><ul><li>The cumulative impact of movie watchers with an assumed family size of 4 sums up to 5,000 people via Facebook for all 12 movies </li></ul><ul><li>Buzz and Interactions with the competition were also on a all time high </li></ul><ul><li>More conversion of users to fans also was the case in point </li></ul>
  23. 23. <ul><li>Highlights </li></ul>
  24. 24. New Likes & Active Users Increase in the Likes on Facebook Page, that reached more than 67,000 when the campaign concluded
  25. 25. Active Users Breakdown Daily Active users on an all time high. 91% active users was recorded for the month
  26. 26. Activity: Page Views
  27. 27. Interactions Increase in Post Impressions as well as Feedback
  28. 28. Interactions Surprisingly “Mentions” was the top activity but Wall Posts were consistent
  29. 29. Number Crunching <ul><li>25,886 new fans added to the ‘ItsOnWB’ fan page - the page has seen a tremendous amount of activity this week </li></ul><ul><li>Fans on on the page post Campaign: 67,786 </li></ul><ul><li>91% Active Users on Facebook Fan Page during the Campaign Period </li></ul><ul><li>The WB TV Treasure Contest has received the highest participation so far compared to other campaigns on WB </li></ul><ul><li>The Contest, FBML Tabs, Display Picture and Facebook Ads have been a great way to engage fans & redirect them to tune in to the ‘ACTION AT 11’ on WB </li></ul>
  30. 30. Conclusion <ul><li>A Simple Contest Idea </li></ul><ul><li>+ </li></ul><ul><li>A Grand Prize </li></ul><ul><li>Makes the task of driving movie tune-ins via Facebook a piece of cake! </li></ul>
  31. 31. For More Information, Contact Us! Sahil Shah +91-9819261250 [email_address]