Tier10 Marketing, Mighty Macs Use Facebook To Maximize Results


Published on

http://tier10lab.com/2011/11/23/tier10-marketing-mighty-macs-use-facebook-to-maximize-results/ -- The Mighty Macs film uses innovative combination of new and old marketing techniques to become highest grossing film in its category. By promoting the film through local influencer screenings, email and social media marketing [...]

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Tier10 Marketing, Mighty Macs Use Facebook To Maximize Results

  1. 1.  Tier10 Marketing, Mighty Macs Use Facebook ToMaximize Resultshttp://tier10lab.com/2011/11/23/tier10-marketing-mighty-macs-use-facebook-to-maximize-results/  November 23, 2011By Elizabeth FreyThe Mighty Macs became the highest grossing limited release film the weekend it opened after thefilmmakers used new and old social and digital marketing techniques. By promoting the film through localinfluencer screenings, email and social media marketing, the filmmakers were able to achieve a highturnout at the box office. The core of the strategy was targeting the right consumer with the rightmessage.  
  2. 2. ResultsHigh audience turnout helped The Mighty Macs become the #1 top grossing film in the limited releasecategory. When compared to other films outside its category, including films that were released in 3,000+theaters and had larger marketing budgets, The Mighty Macs was the #12 top ranking film overall onopening weekend.Goals/ObjectivesSean Wolfington, executive producer of The Mighty Macs and owner of Tier10 Marketing, the marketingcompany that marketed the film, aimed to promote the movie while staying within the filmmaker’s limitedbudget by utilizing digital and social media techniques. Through targeted social media campaigns, themarketers would reach the audience most likely to see the film and motivate them to show up at the boxoffice.StrategyPutting a new spin on film marketing, the film marketers used Facebook to target the right audience. Next,they created a video with a compelling message to encourage consumers to see the movie on openingweekend, and utilized the power of social media to create a viral effect when users shared the video withtheir friends. The film marketers also used a more traditional approach by hosting successful premieresacross the country to help promote the film the week before it opened in theaters.Market ResearchTo find the audience with the highest statistical probability of seeing the film, Tier10 Marketing targetedFacebook users based on their “Favorites.” Users who had preferred other inspirational sports movieswould have the most potential to go see The Mighty Macs, and then share the experience with theirfriends.“If you know what a Facebook user’s favorite films have been in the past, you can predict what theirfavorite film will be in the future,” said Wolfington.Specifically, they looked for users that listed inspirational sports films like Rudy or Hoosiers under theirfavorite movies. After determining these target users, they narrowed down the audience even further bytargeting geographically. “The Mighty Macs began as a limited release in less than 1,000 theaters, so wetargeted Facebook users who live within driving distance of the theatres that are showing the film,” saidWolfington.Compelling MessagingOnce the ideal target audience was identified, the advertisers delivered a compelling message thatmotivated consumers to come to the theater on opening weekend. Using a video interview with RudyRuettiger, the “real-life” Rudy who inspired the film about his life, the filmmakers informed potentialmoviegoers of a new film that’s just like one of their favorites. Rudy had been so moved by the film thathe volunteered to help promote it.In the interview, Rudy praised the film, saying, “If you liked Hoosiers and Rudy, you will love The MightyMacs.” When users with Rudy listed as their favorite movie saw the real-life inspiration of that moviepromoting The Mighty Macs, they would feel compelled to see it themselves. Because the right audiencehad been targeted, the messaging was undeniable.  
  3. 3. “We call this strategy ‘Targeted TV’ because it gives us all the upside of TV, with its powerful combinationof sight, sound and motion, with the ability to deliver the right message to the right consumer,” said TimChambers, the writer, director and producer of The Mighty Macs. “In this case it’s the consumer wholoves inspiring sports films, particularly, Rudy. It’s a perfect campaign because people who love the real-life Rudy want to listen to what Rudy loves, especially films that inspire him.”“Social TV”After creating the video, the filmmakers utilized the social power of Facebook to market the film andspread the video across Facebook’s network. Because the users with the highest statistical probability ofseeing the film had been targeted, they were more likely to respond to the compelling message in thevideo and then share that video with their friends. The average Facebook user has 180 friends, so when they share the video, it creates a viral effect that helps promote the film quickly and efficiently. Another benefit of using Facebook to promote the film is that filmmakers only pay when users click on the video, and don’t pay for impressions or for when the video is shared. This makes for cost-efficient marketing, allowing the filmmakers to reach more people for less. “We call the second half of the campaign, ‘Social TV’ because users who “Like” the Ruettiger video can share it with all of their friends and then the whole process repeats itself indefinitely,” added Wolfington. “When ‘Targeted TV’ becomes ‘Viral TV’ with the click of a button, it is a very effective way to attract customers who have the highest statistical probability of going to see The Mighty Macs.”Influencer ScreeningsTo help promote the movie, the film’s marketers also held several successful premiere events across thecountry. In the week leading up to the film’s opening night, Tier10 Marketing hosted four premieres in fourof the country’s largest markets: Washington D.C., New York City, Los Angeles, and Miami. Eachpremiere featured appearances by the cast and crew, including the writer, director and producer, TimChambers, as well as celebrities, journalists, and business leaders.A new twist was added when local car dealers were invited to sponsor the event. These dealers, whichinclude the New York Acura Association in New York, Celebrity Honda in Downtown Los Angeles, andBrickell Motors in Miami, promoted the premiere by contacting local leaders, employees and loyalcustomers and offering them exclusive access to the red carpet event. Each event featured Q&Aopportunities with the filmmakers and the case. In Washington D.C. and New York, Ruettiger attendedthe premieres, where he discussed the impact the film has on him, answered audience questions andreinforced the compelling message delivered via Facebook.Viewers at the premiere screenings were also encouraged to go on Facebook and like the movie to helppromote it to their friends and family. By creating a unique, enjoyable experience for the audience, thefilmmakers were able to motivate them to share The Mighty Macs with their followers several days beforethe movie was released in theaters.The unique combination of new and older forms of social media marketing helped the film become the #1top grossing limited release film and #12 overall amongst films released in 3,000+ theaters with giantmarketing budgets that dwarf the smaller films released.http://www.Tier10Lab.comhttp://www.twitter.com/Tier10Labhttp://www.facebook.com/Tier10Marketing  http://www.Tier10Marketing.com