Summer blockbuster season has kicked off with Iron Man 2 hauling in bucket loads of cash. Social media has been a big part of movie promotion this year, allowing film studios to get eager movie goers more engaged with their stories and characters than ever. Every campaign site I visited had a Facebook and Twitter account attached, so they aren't anything that will set a campaign apart any more. While most weren't anything to write home about, a few of the campaigns for this year’s big films have been downright brilliant, generating widespread buzz across the internet. As there are some great concepts in these campaigns, I decided to pick a few of them apart to see what the rest of us trying to market through social media could learn. Here are 5 examples of social media campaigns done right and what lessons there are to take away.
1. Toy Story 3 taught me to think laterally
Beyond promoting Toy Story 3 directly, Pixar “leaked” bizarre retro TV spots for non-existent toys on YouTube. It was a brilliant move because it showed Pixar understood what gives a video viral appeal, making them feel like obscure, hilarious discoveries that you want to share with everyone you know. With millions of views on YouTube, articles written about the campaign on blogs and websites both big and small, and buzz stormed up on social media networks, Pixar showed us that you don’t have to say a word about yourself to get the internet talking about you.
2. Iron Man 2 taught me to let fans become the hero
This site easily took the longest to load (and it doesn’t appear to work in Chrome at all), but it was worth it when it did. Using an augmented reality app and your webcam, you can finally see yourself as Iron Man or War Machine. The app tracks where your head is (don’t ask me how) and places the Iron Man helmet over it, moving around as you move. You can also get an inside view of the helmet with all the futuristic interfaces Tony Stark uses in the movies. It’s a big kick for fans of the movie to see themselves as the hero, and there’s nothing that draws more attention than appealing to people’s vanity. If you can find a way to let your target become the star, it’ll earn you a lot of goodwill.
I. Am. Iron Man.
3. Shrek Forever After taught me if I let fans build their own content, they will happily share it
The campaign site for Dreamworks’ 4th Shrek movie is stuffed with the usual content, but its build-an-ogre feature makes it a standout. It invites you to join the ogre resistance by creating your very own ugly green soldier. There’s actually quite a lot of options for customizing your ogre. The franchise lost my interest after the second film, but I still found it great fun to see what combinations of silly faces and fierce weapons I could come up with. It’s even made me a bit curious about what this resistance is and how it plays into the film. But the really brilliant part is that Dreamworks realized people were far more interested in sharing their own creations than someone else’s, so they gave them a way to make something highly customizable of their own that promoted their film at the same time.
This is my Ogre. I call him Steve.
4. Jonah Hex taught me to plant teasers where the target will find them
In support of the upcoming theatrical release of Jonah Hex, DC Comics and the WB have created a web series of animated motion-comics covering three new story arcs. I had never heard of Jonah Hex, but the motion-comics look kick ass and have gotten me intrigued enough to look into the film and ask my friends about it. The motion comics are available through Amazon, iTunes, Xbox Live and the Playstation Network – most of the places their target go to satisfy their entertainment cravings. By creating exclusive content to hook potential new fans, they’re generating a higher level of anticipation for the film by immersing people in the Jonah Hex universe. If you put the effort into creating great offshoot content, people will happily download and talk about it – even if they have to pay for it.
5. Despicable Me taught me if you’re just gonna do a campaign site, do it exceptionally well
The best way to get people to share your content through social media is simply by giving them great content. Universal poured a whole lot of effort (and god knows how much money) into their campaign site for Despicable Me to give visitors much more than the usual, forgettable movie site. I usually hate it when a website has music playing in the background, but Despicable Me’s theme song is too much fun to find annoying. And that’s the crux of this whole site: things that are usually throwaways are done well enough to be endearing. Each section is presented nicely and has several options for sharing the content. The games are particularly slick. They’re based on classics but with amusing tweaks, e.g. when you play tic-tac-toe various landmarks pop up along with amusing soundbites. You even have an extra incentive to keep playing as winning games unlocks prizes, like desktop wallpapers. There isn’t a revolutionary idea in the site, but it certainly has me excited to see this film just by how much fun it is.
Those are just a few of the campaigns for this summer's big movies. Did we miss any of your favorites?
Jason Ross is a copywriter for The Duffy Agency. He loves working on both traditional and social media projects and speculating on the future of the ad industry.
