Social Marketing Brands and Risk

Social media marketing can be tricky when promoting a film. It can be the source of bad buzz for a recently released film, preventing audiences from paying to watch certain movies. A few bad tweets or Facebook status updates can spread quickly, leading to unwanted negative attention for a film. There are also other risks in social media marketing campaigns. In addition to negative reviews and feedback, a social media campaign can simply be handled poorly by the marketing team. Using social media as a promotional tool can be great for business and really help promote the release of a big budget film. However, a plan needs to be in place of what’s going to be said and the marketing team needs to make sure the channels are put to use after they’re set up.

Humorous memes can always help a social media marketing campaign.

Sony Pictures recently released an updated version of the 1980s futuristic action movie and cult film “Robocop.” The film’s official website greets visitors with two clearly visible links to the Facebook and Twitter accounts for the new film. It makes sense for the marketing team to use the two most common social media platforms. What doesn’t make sense is how poorly they used these resources. With a February 7, 2014, release date I would think the social media pages would be all about posting pictures of premiere events and links to promotional appearances and interviews the cast did throughout the months leading to the official release date. Unfortunately, the most recent post on the official Facebook page was made on November 27th. Here’s what it looked like.

Posts like these get a muli-million dollar film’s page a whopping 58 likes.

It’s possible that the marketing team has focused more of their attention on the Twitter account and that’s why the Facebook page is so shoddy. Not every post can always be the most intriguing or attention grabbing for a big budget film, right?  Well, the Twitter account’s most recent post took place on January 24^th. Again, with the release a couple of weeks away, it would make sense to post promotional appearances the cast has made. Videos could be posted that show the cast excited about the film, discussing why people need to go see the film, what’s different about this version, and why it’s worth paying for a ticket. Maybe engage with fans a little by asking them to tweet favorite lines and scenes from the original Robocop. Pictures from the premiere would be a great way to bring some excitement to the social media marketing, as well as promote the film. At least remind people when the film is coming out and where they can go see it with a link to showtimes and ticket buying services! That’s a no-brainer in marketing a film with social media, right? Well, here’s that most recent post.

 

I think that marketing teams for films should find audiences early and connect with audiences through social media. Engaging with the audience in creative and interactive ways will allow studios to grow a loyal following for films, as well as gain valuable feedback. From the aspect of a film lover, I believe that the information and data which is learned via social media should also be shared with creators of film.

When a film stars an actor such as Joel Kinnaman, well-known for playing Stephen Holder on AMC’s “The Killing,” the marketing campaign needs to capitalize on his potential.  I mean, look at the range of this likable Swedish actor:

For this week’s trailer, I will remain with a film that seems to appear to take place in the future and feature a theme of saving humanity. Christopher Nolan‘s upcoming film, “Interstellar,” looks amazing. Hans Zimmer has also done his score again, undoubtedly providing a thrilling soundtrack that will complement the film perfectly. In addition, it stars Matthew McConaughey, who I have recently changed my opinion on as a result of his work on “True Detective.” Hopefully, it will leave fans feeling like he did when he won his Best Actor Ocscar. Alright, alright, alright.

Social Media Application

The film industry uses just about every platform of social media. Prior to a film’s release date the production company introduces a fan page, often through a Facebook page focusing on promoting the film’s plot, cast, and release date. Oftentimes, a company will release photographic stills on this page of the cast and crew while filming is taking place. The photos section of the Facebook page as well as the film’s IMDB page will feature pictures that get fans excited about the film. Analytical tools similar to Addvocate and Komfo also serve as useful marketing tools to measure the promotional team’s techniques. They will provide insight of the public’s desires and interest in the film. Similarly, Twitter can be used to keep track of trends related to the film. While it’s common for production companies to use social media as a large part of their marketing campaign to promote films, perhaps no film has been promoted more on social media than Anchorman 2: The Legend Continues. Prior to its release in December of 2013, it was promoted in a way different than those before it. In more ways than one, its presence was felt online. Paramount struck the deepest movie partnership to date with Tumblr. Over 50 videos were produced and promoted online. The campaign also encompassed taking over The Huffington Post. On top of those strategies, Paramount asked people from around the world to audition for positions on Ron Burgundy’s news team in a YouTube competition called “Join Ron’s News Crew.” Each member of the film’s news crew also had dedicated Twitter handles. Web videos of the tryouts were promoted via the film’s website and Ron Burgundy’s Facebook, Twitter, Tumblr, YouTube, Instagram, Google +, and Pinterest pages. There were also an abundance of ads on Facebook, Twitter, and Yahoo. Below is an example of a Ron Burgundy tweet.

Hey England! Put down your fried cod & quit solving mysterious crimes w/ a magnifying glass & buy the Anchorman 2 DVD and Blu-ray today!

— Anchorman: The Legend of Ron Burgundy (@anchorman) April 28, 2014

Global-marketing issues often arise when dealing with comedy, as it is subject to cultural sensibilities. As a result, the film team created customized videos dedicated for far-reaching markets like in the United Kingdom and Australia. Paramount studied their social data and saw how the videos and memes (more memes) performed in real time. By doing this, they were able to see what the fans were interested in and promote accordingly.

The “Let Me off at the Top” book tour featuring Ron Burgundy.

Anchorman 2’s social nature inspired some unusual—and highly creative—partnerships. Will Ferrell appeared in character as Ron Burgundy is several commercials for the Dodge Durango. Similarly, Burgundy was also a guest on Conan O’Brien’s late night show. In addition, he interviewed modern day celebrities such as Peyton Manning and Eminem. He also went on a book tour to promote his autobiography entitled “Let Me Off at the Top.” Most likely, Anchorman 2’s approach will inspire copycats. There’s definitely more social business to be had out of the film industry. Studios’ attitudes toward social media continue to evolve, as they should. After all, social media is kind of a big deal.

In the character of Ron Burgundy, Will Ferrell interviewed celebrities like Peyton Manning.

As for this week’s trailer, I am including one for  “Cold in July.” The thriller stars Michael C. Hall, known to many for his eponymous role in “Dexter.” For those disappointed with how that series ended, this looks to have potential. It will be interesting to see this movie, as well as what tools its studios implement for promotional purposes. The U.S. release date for “Cold in July” is May 23, 2014.

References

Heine, C. (2013, November 24). Will ferrell’s anchorman 2 is changing the way movies are marketed. Retrieved from http://www.adweek.com/news/advertising-branding/will-ferrell-s-anchorman-2-changing-way-movies-are-marketed-154076?page=1