We will all agree that social media has impacted our daily lives in a big, big way. It has become one of the essential mediums for brands to communicate on. It’s important for all types of businesses to have an active presence on social media channels – most importantly on Facebook, Twitter, Instagram, YouTube, Pinterest, Google Plus, and more recently on Snapchat. Brands need to be where the users are.
For the movies business, social media plays an even more crucial role; both as an informer and for engagement purposes. While there are only so many press shows and physical appearances that the stars can do; on the virtual platforms it is easy for the stars to stay in constant connect with their fans. Everyone knows fans make a star, and so it should come as no surprise that nowadays most stars have a staggering presence on social media; with well over a million followers for most.
Most social media campaigns for films have been rather innovative and talked about. But there were a few that stood out. Here are our favorite ones.
If there was an Oscar for the best social media campaign for films, Deadpool would be our favorite for the win. The guerilla-style social media marketing campaign that was launched for the movie was bang on. Not only did it win hearts, it was also considered a game changer. Ryan Reynolds joined Twitter and Instagram and religiously promoted the film, generating a lot of buzz. They also used click-bait headlines to spread the cheekiness.
But the reason why the campaign worked was the content. It was not only engaging and entertaining, it was also high on quality. The team started with eye-changing billboards and slowly Deadpool was everywhere. From holiday PRs and mailers to a Tinder profile, and a push as a chick flick by using imagery to prove Deadpool was a romcom! The Deadpool Emojis were a big hit; so were risque posters, which worked well and were in tune with Deadpool’s character.
Last year Yash Raj Films went bonkers with the Fan campaign, and it was a super-duper hit. The campaign got loads of eye-balls and did not stop there. The film campaign was successfull in forming a connect with the audience. SRK fans were able to enjoy the connect that the movie was banking on, thus creating an interesting tie with the storyline of the movie. Not only did they run a contest, they also did videos on YouTube to cover the stories of fans – a five part series called Tu Nahin Samjhega.
Here’s a case study about the campaign by the social media agency that handled it.
The movie’s campaign goes to show us that things aren’t over just because the movie has been released alaready. Bajrangi Bhaijaan continued to campaign on social media. When the film made its debut on TV, the team used #BhaijaanIsComingHome to trend and create buzz around the film. Star Gold did posts like ‘The Bucket List of a Bhaijaan Fan’ and ‘Things Bhaijaan Fans Will Know’.
The movie used these strategies to extend the shelf life of the film. The word Bhaijaan was already associated with Salman bhai and so it helped the cause further, strengthening the movie’s base. #SelfieWithBhaijaan was definitely a hit.
The entire shebang was unloaded for 3 idiots – online games, social networking and mobile applications were created. On-the -ground, autowallas carried printed stickers on them saying “Capacity: 3 Idiots”. There was an interesting hunt too. A game was launched where Aamir Khan went missing. It was called ‘Track Aamir‘. Participants were required to track him using clues that were given on social media – Facebook and Twitter.
The Kahaani team got their marketing game bang on with the ‘Missing Poster‘ of Arnab Bagchi. They used missing posters, missing person messages and posts on social. Not only was the campaign well-connected in terms of the platforms used, it also led back to the Facebook page of the movie; thereby building in numbers and getting their objective of spreading the word about the film.