Social media in a supporting role


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Case examples of Social Media use in the film industry with our own VT, golden statues and envelopes but raises some important questions around method, impact and ongoing value.

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  • Welcome to the Social Media Oscars. Its been a great few years for Social Media. We have seen some really strong recent performances in a supporting role. Using Social Media to engage viewers in the wider issues raised, we have documentaries like Waiting For SupermanHungry for ChangeHavana MiamiMy Dangerous LoverboyThe Age of StupidEnerging aficionados and 'cryptically' creating a buzz we haveThe Dark KnightJoker note drops, scavenger huntsTron: LegacyScavenger hunts, flashmob eventsCloverfieldTrailer with no title but a release date, to a website with a few other pieces of informationParanormal ActivityPetition your theatre to show the movie, tweet your scream, 30s killer viral videoSnakes on a PlaneBlair Witch ProjectMerging fantasy and reality and otherwise great use of technology, areAvatar: The Moviegreat behind the scenes, online avatarHarry PotterHarry Potter TweetsDistrict9Games, Multi-National United Job sites, Facebook, TwitterIron ManTwitter, Facebook, Augmented realityToy Story 3
  • Social media in a supporting role

    1. 1. Film Industry<br />Social Media: In a Supporting Role<br />Alan Stevenson<br /><br />Jim Hamill<br /><br />June, 2010<br />
    2. 2. And the Nominations Are…<br />Social Media in a Supporting Role<br />
    3. 3. Nominees<br />
    4. 4. The Age of Stupid<br />Key Features:<br />Budget: £450,000; Launch Budget: £130,000; £55,000 box office receipts<br />Interactive website, encourages comments and tweets, hashtags and followers – “get involved”<br />Twitter - 3,300 followers<br />Facebook - 21,260 fans<br />YouTube “trailer” - 412k views<br />Guerrilla “The Stupid Show” @ Copenhagen United Nations Climate Change Conference (7/12/09 – 18/12/09)<br />An offshoot of The Age of Stupid project is 10:10<br />Ongoing: apparent deep engagement; staggered roll-out<br />
    5. 5. The Age of Stupid<br />Deep Engagement around the issues affecting Climate Change<br />
    6. 6. The Age of Stupid<br />Calls to action; opportunities for interaction<br />
    7. 7. The Age of Stupid<br />Encouraging interaction and influence<br />
    8. 8. The Age of Stupid<br />Buzz: >6,000 mentions at international launch<br />International Launch<br />UK Green carpet<br />
    9. 9. The Age of Stupid<br />Buzz: 548 mentions (9% of peak) in last 30 days<br />
    10. 10. Nominees<br />
    11. 11. Paranormal Activity<br />Key Features<br />Budget: $15,000; $192m global box office receipts<br />Director Oren Peli invited internet users to "demand" where the film went next by voting on<br />Paramount announced that the movie would be released nationwide if the movie got 1,000,000 "demands"<br />Fans took to Twitter and other sites to hail the scary flick <br />Facebook has 577k fans<br />YouTube 16.2m views<br />Twitter 9,000 followers<br />
    12. 12. Paranormal Activity<br />One of the most viewed trailers<br />
    13. 13. Paranormal Activity<br />A grassroots campaign par excellence<br />
    14. 14. Paranormal Activity<br />A huge following but perhaps shallow ongoing interaction?<br />
    15. 15. Paranormal Activity<br />Buzz: >112, 000 Mentions in launch month<br />Launch Stateside<br />Apparent steady decline<br />
    16. 16. Paranormal Activity<br />Buzz: 9846 Mentions (9%) in last 30 days<br />
    17. 17. Nominees<br />
    18. 18. Batman: The Dark Knight<br />Key Features<br />Budget: $185m; $1bn global box office receipts<br />In May 2007, viral marketing campaign "Why So Serious?"<br />Scavenger hunts to unlock teaser trailer, new photos / sites<br />Death of Heath Ledger on January 22, 2008, Warner Bros. adjusted its promotional focus on the Joker<br />Facebook 1.9m Fans<br />Facebook Community 1.3m Fans<br />YouTube Upload Views 250k<br />
    19. 19. Batman: The Dark Knight<br />A viral that merged fantasy and reality<br />
    20. 20. Batman: The Dark Knight<br />Clues and scavenger hunts<br />
    21. 21. Batman: The Dark Knight<br />Post launch: a decent ongoing presence but where is it going? <br />
    22. 22. Batman: The Dark Knight<br />Buzz: ~6, 000 Mentions in launch month<br />Oscar Buzz<br />Film Release<br />Trailer Released<br />
    23. 23. Batman: The Dark Knight<br />Buzz: 21,964 Mentions (366% of launch peak) in last 30 days<br />
    24. 24. Nominees<br />
    25. 25. Toy Story 3<br />Key Features<br />Budget : $190m; Revenue: ?<br />Cross-advertising: Pixar designed commercial for Lots-o'-Huggin' Bear; Promoted tweets; featured in Apple's iPhone OS 4 Event for iAd; advert for Google Search <br />E-commerce ticket application on Facebook<br />Facebook 1,000,000 fans<br />Twitter Director 82,000 fans<br />YouTube: Upto 7.4m views for one upload <br />
    26. 26. Toy Story 3<br />Huge number of views on YouTube<br />
    27. 27. Toy Story 3<br />Engagement on one platform, do and see everything from Facebook<br />
    28. 28. Toy Story 3<br />Including buying tickets<br />
    29. 29. Toy Story 3<br />New platforms to engage and generate word of mouth<br />
    30. 30. Toy Story 3<br />Buzz: Mentions in launch month growing exponentially<br />Premier<br />Trailer Released<br />Others Trailers<br />
    31. 31. Toy Story 3<br />Buzz: 123,655 Mentions in last 30 days<br />
    32. 32. And the Winner is…<br />
    33. 33. Golden Envelope Time<br />
    34. 34. Thank You<br />
    35. 35. Contact Us<br />Alan Stevenson<br />Dr. Jim Hamill<br />Visit and Engage<br />Energise 2-0<br />Tourism 2-0<br />Web CPD E-Learning Support Network<br />