Date post: | 11-Sep-2014 |
Category: |
Documents |
View: | 11 times |
Download: | 2 times |
1Marcus Bastiaanse: Cases Entertainment Industry
Introduction p.03Research design p.04 Criteria p.05Case 1: Dante’s Inferno p.07Case 2: Guitar Hero 5 p.22Case 3: Paranormal Activity p.34Case 4: Sensation 2009 p.44Case 5: The Ironman 2 p.56Case 6: Batman: The Dark Knight p.81Success factors p.93Contact p.100
Index
2
Introduction
SocialMedia8 is always researching and following developments around the entertainment industry. In general entertainment products show a lot engagement from the audience and have a lot of fan potential.
Digital marketing can be really relevant for companies in this market. SocialMedia8 wants to gain clients in this market segment.
Heb jij het nog in je? Toen je nog kind was hoefde je
Introduction
3
Research design:ProblemSocialMedia8 want gain clients within the entertainment industry and create a USP in this market. For these clients you need knowledge and expertise to meet their needs. To add a part of this knowledge to SocialMedia8 there is a need for best practices to learn from their successes.
GoalKnow more about succes factors of digital success story’s from the past and learn from these insights
Important research boundry’s • Entertainment Industry: Films, Games, Events, Artists
• Markets with Dutch or English language
Research design
4
Selection criteria:
• Remarkable measured result• Timing• Consumer participation• Relevant and/or shareable content• Consistence & choice of digital channels• Relation to offline*
* Offline activities are not mentioned in report when it’s not relevant
Selection criteria
5
CasesHeb jij het nog in je? Toen je nog kind was hoefde je
6
Dante’s Inferno
7
Digital Marketing Case
Brand EA Games
Product Dante’s Inferno
Year 2009 (Released on 9 February 2009)
Agency Ascentium and LOLapps
Assignment Create buzz & awareness and increase purchase intend by bringing hell to earth
Digital Channels Branded website, Facebook, Youtube, Twitter, Mobile App, Bloggers
Content Type Flash Experience, Giveaways, Video’s, Pictures, Social Applications
Campaign Details
8
Create buzz & awareness and increase purchase intend by
bringing hell to earth
Challenge
9
Bringing Hell to Earth by:
• Introducing the 9 circle’s of hell
Media:
• Seeding online video content
• Story experience website with Twitter integration
• Facebook Community + Application + RPG Game
• Facebook connected iPhone application
• 9 months of marketing hell (PR campaign)
Solution
10
www.dantesinferno.com
11
www.dantesinferno.com Twitter Integration
12
www.youtube.com/user/EA
13
www.apps.facebook.com/dantes-inferno
14
www.apps.facebook.com/go-to-hell
15
iPhone Application
16
9 Months Guerilla Marketing
17
1.Limbo2.Lust3.Gluttony4.Greed5.Anger6.Heresy7.Voilence8.Fraud 9.Treachery
Example Month 5 Theme: Anger (WMV.)
18
Example Month 5 Theme: Anger (AVI)
19
Blogger outreach• Not measured
Youtube Trailer (EA Games)• 1,7 million natural views• 5336 votes (5035 positive)• 8579 comments trailer on Youtube• 3864 times shared to Twitter, Facebook or
Google Buzz
Results (1)
20
Facebook Application (Go To Hell)• +600.000 persons or objects are banned to hell• Peak of 4 milllion monthly active users• A total of van 5 million notifications• 64% of the MAU’s were logged in more then an
hour per session• Users had a purchase intent of 62%• 400.000 pre-orders
Facebook RPG Game (Battle of Damned)• Avarage 140.000 unique active users per day • 275% ROI through microtransactions• Conversion of 1,2 % directly through RPG game
Results (2)
21
• Relevant content
• Seeding (guerilla style)
• Thematic visuals
• Call to action in social applications
Success factors
22
Guitar Hero 5
23
Digital Marketing Case
Brand Activision
Product Guitar Hero 5
Year 2009 (Released on 1 September 2009)
Agency BlitzAgency
Assignment Create an online destination that would appeal to all its artists, while facilitating digital interaction, global community integration, user personalization and product sales before the introduction of Guitar Hero
5
Digital Channels Branded Community Platform, Facebook, Twitter and Youtube
Content Type Branded video’s and pictures, Downloadable Guitar Hero songs for gameconsole, Online groups & tournaments and a Guitar Hero Webshop
Campaign details
24
Create an online destination that would appeal to all its artists,
while facilitating digital interaction, global community
integration, user personalization and product sales before the introduction of Guitar Hero 5
Challenge
25
Community Platform most important features:Sales• Integrated Guitar Hero Shop• New Guitar Hero songs for game console
Content• Game features• Exclusive Guitar Hero video’s and pics
Game console• Full connection from game console (Xbox, PS3)• Online tournament planning
Community• Social Media integrations (Blogs & News,
Twitter, Facebook)• Content Likes• Friend groups• Forum• Costumer support
Solution (1)
26
External platforms:
• Viral video seeding by Youtube Channel
• Twitter and Facebook Community
Solution (2)
27
www.hub.guitarhero.com
28
www.youtube.com/user/GuitarHeroGames
29
www.facebook.com/GuitarHero
30
www.twitter.com/GuitarHero
31
Community Platform• + 50% registered members compared to
the old platform • More then 700.000 community members
after campaign• Doubled traffic figures compared to the
old platform
Sales• Tripled online sales figures Guitar Hero
products• More than 2.7 million units of Guitar Hero
5 were saled worldwide
Results (1)
32
Youtube (Guitar Hero Games channel)• A total of +2.4 million views of all the
Guitar Hero 5 content • A total of 9.462 comments on all the
Guitar Hero 5 content• A total of 8.781 votes on the Guitar Hero 5
teasers content (7.862 positive) • The Guitar Hero 5 content was 28.448
times shared to Facebook, Twitter or Google Buzz
Facebook• 1 million more Facebook fans after the
campaign
Results (2)
33
• Game console connection
• Integrated webshop (ROI)
• Integration of Guitar Hero conversations and content from external social networks
• Long term vision
Success factors
34
Paranormal Activity
35
Digital Marketing Case
Brand Paramount Pictures
Product Paranormal Activity
Year 2009 (Released on 25 September 2009)
Agency Creative Artist Agency
Assignment Get insights about the demand in the U.S. for a distribution strategy for Paranormal Activity
Digital Channels Eventful.com, Facebook, Twitter, Youtube, e-mails
Content Type Campaign info and video trailer
Campaign details
36
Get insights about the demand in the U.S. for a distribution strategy
for Paranormal Activity
Challenge
37
Get insights for a distribution strategy by:
• Getting 1.000.000 demands on eventful.com before the film will open nation wide
Media:
• Branded page on Eventful.com
• Campaign page with Evenful.com integration
• Online video trailer
• Branded e-mails & weakly e-mailupdates
• Bloggers and the Twitter and Facebook audience to spread the word
Solution
38
www.eventful.com
39
www.paranormalmovie.com
40
www.facebook.com/paranormalactivity
41
www.twitter.com/TweetYourSream
42
Eventful.com• 7 milllion visitors on the Paranormal
Activity landingspage• 1.4 milllion active users who demanded
Paranormal Activity Online sales• 500.000 sold tickets online• 250.000 sold dvd’s by Amazon.com Youtube trailer• + 19 million videoviews• + 361.227 times shared to Facebook,
Twitter or Google Buzz • + 19.933 votes (17.624 positive)• + 44.084 comments
Results
43
• Power to the consumer
• Reason to share
• Risk
Success factors
44
Sensation 2009
45
Digital Marketing Case
Brand ID&T/Sensation
Product -
Year 2009 (Year Program)
Agency -
Assignment Deliver the audience a Sensation experience and deliver them a message in a way like they get engaged and can spread the word
Digital Channels Branded Communityplatform, Owned Online Radio Channel, Facebook, Twitter, Youtube and Flickr
Content Type Video’s, Pictures, Podcasts, Info
Campaign details
46
Deliver the audience a Sensation experience by giving them a
message in a way like they get engaged and can spread the word*
* Based on an public interview from NIMA institute with the Sensation Brand Manager 2009
Challenge
47
Delivering the audience a Sensation experience by
giving them a message in a way like they get
engaged and can spread the word by:
• A consistent stream of Sensation content• Pushing on different networks, different content
types like :
- Podcasts
- Video’s
- (Party) Pictures
- News• Facilitating a branded community platform
were the audience can share their Sensation content and opinions from social networks with Sensation and their peers
Solution
48
www.wecelebratelivewithhouse.com
49
www.dancetunesradio.com
50
www.facebook.com/OfficialSensation
51
www.youtube.com/sensationvideo
52
www.twitter.com/sensation
53
www.flickr.com/photos/sensationphotos
54
Sensation.com• More then 4,8 milllion sitevisits• More then 2,6 milllion unique visitors• A total of 11 million pageviews Facebook• +105.000 Facebook fans Dancetunesradio.com• 2,4 million Sensation podcasts
downloaded Video• A daily average of 300.000 Sensation
related video uploads by the audience
Results
55
• Long-term vision
• Consistence
• Different content types over different channels
Success factors
56
The Ironman 2
57
Digital Marketing Case
Brand Marvel
Product Iron Man 2
Year 2009/2010 (Released on 7 May 2010)
Agency The Picture Production Company, Veemee, Rubber Republic and We are Auto Bots
Assignment Create buzz & awareness for Iron Man 2
Digital Channels Fake press releases, fake company website, interactive branded websites, Facebook, Twitter, mobile phone
Content Type Fake seeding materials, interactive games & trailers, mobile application, video’s
Campaign details
58
Create buzz & awareness for Iron Man 2*
* Made on assumptions
Situation & Challenge
59
Creating buzz and awareness by:
Bringing the futuristic theme of the movie to life
Media• Sending out a fake Iron Man 2
newspapers to the press • Seeding a first online video trailer
without revealing al lot of info about the movie
• A fake corporate website for Stark Industries (a company in the movie)
• Interactive video trailer with social network integrations
• Augmented Reality Game through Webcam, containing social network integrations
• Two online cross-promotions
Solution
60
Before Cinema Release
61
Seeding Material
62
First Teaser Trailer on www.youtube.com/user/marvel
63
www.ironmanmovie.marvel.com/intl/uk/mainsite/
64
http://ironmanmovie.marvel.com/intl/uk/mainsite/
65
http://ironmanmovie.marvel.com/intl/uk/mainsite/
66
www.twitter.com/jon_favreau
67
www.facebook.com/IronManMovie
68
www.starkexpo.com
69
www.facebook.com/starkexpo
www.iamironman2.com
71
Augmented Reality Webcam Game (WMV.)
72
Augmented Reality Webcam Game (AVI.)
73
Second Teaser Trailer on www.youtube.com/user/marvel
74
After Cinema Release
75
www.ironman.oracle.edgesuite.net
76
www.lgim2.com
77
Mobile Application (Augmented Reality)
78
Mobile Application (WMV.)
79
Mobile Application (AVI.)
80
Blogspostings
Total sales• A total $ 594 million revenue
Results (1)
81
Youtube Trailer 1• + 23 million views • 287.649 times shared to Facebook, Twitter
or Google Buzz• 37.068 votes (35641 positive) Youtube Trailer 2• 14 million views • 183.706 times shared to Facebook, Twitter
of Google Buzz• 25.726 votes (24938 positive)
• Facebook• 782.000 more Facebook fans
• Twitter• 760.000 more Twitter followers
Results (2)
82
• Easy content sharing
• Builds further on story of the last movie without revealing much about the story of the new story
• Use of the futuristic theme of the movie
• Cool content
Success factors
83
Batman: The Dark Knight
84
Digital Marketing Case
Brand Warner Bros
Product Batman: The Dark Knight
Year 2007/2008 (Released on 18 July 2008)
Agency 42 Entertainment
Assignment Create a Batman dedicated fanprogram
Digital Channels Campaign Website, Youtube and Facebook
Content Type Video’s, Info, clues, and challenges from character from the fictional world of Batman
Campaign details
85
Create a dedicated Batman fanprogram*
* Based on assumptions
Challenge
86
Creating a dedicated Batman fan program by:
Facilitating an alternate reality game about the
world of Gotham City for the core Bathman fans
Media:
• 31 fictional websites • E-mail updates
• Multiple offline alternate reality events
Solution
87
www.whysoserious.com
88
www.gothamtimes.com
89
www.ibelieveinharveydent.com
90
Why So Serious? Campaign Flow (video)
91
All fictional Webpages
92
www.whysoserious.com www.ibelieveinharveydent.com www.thegothamtimes.comwww.thehahahatimes.com www.gothamcablenews.comwww.rorysdeathkiss.comwww.citizensforbathman.orgwww.gothamnationalbank.comwww.gothamcitypizzeria.comwww.acmesecuritysystems.comwww.trustgarcetti.com www.rent-a-clown.comwww.gothampolice.comwww.gothamcityrail.comwww.gothamusd.com
www.bettyshouseofpies.comwww.atasteforthetheatrical.comwww.gothamelectionboard.comwww.maidenavenuereport.comwww.danaworthington.comwww.rossisdelicatessen.comwww.GVAfoundation.org www.gcferries.comwww.kinslytravel.com www.gpdiad.comwww.gothamhistorictrust.comwww.gothamcab.comwww.gothamcityclerck.comwww.ccfabg.orgwww.rememberinggina.orgwww.wearetheanswer.org
www.facebook.com/darkknight
93
Participation• More than 10 million unique active
participants worldwide
Videoportals• 55.000 Dark Knight related videouploads
with videoviews up to 8 to 9 million per video
Blogs • 106.299 Dark Knight related blogpostings
on the release day only Sales• 13% of the total cinematickets were sold
online• 13,5 million sold dvd/blu-ray units
worldwide (2008)• Total revenue of $1,001,945,358,-
Results
94
• Campaigns anticipates on the participation of the fans and their strong relation with the brand
• Realistic interface of the campaign
• Smooth interaction between online channels and offline events
• All content to fans first
Success factors
95
Thumps up for…………………………….
96
Success factors
Content Quality/Relevance
Success factor (1)
97
Distinctive Seeding Approaches
Success factor (2)
98
Share Friendly Content
Success factor (3)
99
Use of branded fan hubcommunities
Success factor (4)
100
Success factor (5)
101
Use of ambience from the entertainment product in the campaign
Success factor (6)
102
Use of exclusive, mysterious or fictional content
Marcus BastiaanseIntern @ [email protected]+31647785768
Aldi SouripetSocial Media Specialist @
[email protected]+31 20 575 74 42
Connect