For promoting the launch of the third move in X-Men series ‘Last Stand’, 20th Century Fox collaborated with Myspace. Myspace users were given exclusive access to movie promotions if they added X-men profile as a friend. More than 3 million members added X-Men as a friend in less than a month and the movie released with a huge $107 million opening over a Memorial Day weekend. After the release, Myspace profile was used to sell DVDs and digital swag. Even by conservatives estimates, the campaign generated more than $1.3 million in revenue for 20th Century Fox. Case Study
Sea World San Antonio decided to adopt a ‘Journey to Atlantis’ social media campaign to spread awareness, build relationships with coaster community and assist in driving visitation to the park. The campaign started with a targeted list of 22 coaster enthusiast blogs and forums. 11 Videos and a 45 photo porfolio were shared through YouTube, Flickr and Veoh. Bloggers and American Coaster enthusiasts were invited for media launch and given free rides for Journey to Atlantis. The campaign received 50 links from unique websites among which 30 were from coastal enthusiast sites. Overall cost per impression turned out to be $0.22 against $1.00 for TV Case Study
In order to spread the word for the re-launch it’s popular TV Show ‘The New Adventures of Old Christine’, CBS chose a Blogger Outreach program. Mom Bloggers were treated as reporters and invited to a press conference which was joined by the show’s stars. Bloggers interviewed the stars and observed a rehersal. Bloggers were provided with few episodes of the show in advance to create curiosity amongt the audience through their blogs. After a month, a live webcast with the show’s star Julia Louis-Dreyfus was a huge hit and the opening episode was seen by a massive audience. Case Study
To turn third season of HGTV’s show, “Design Star” as one of the highest rated shows, the cable channel developed a digital word-of-mouth campaign. It reached out to influential bloggers to spark buzz and engage the show’s target audiences. Bloggers were provided a chance to interview with eliminated and current contestants, making them feel like a part of the program and hence enhanced their loyalty. It also developed a casual game 360i for the show which also integrated video recaps and previews of each episode. The word-of-mouth awareness raised the ratings nearly 12% for the third season premiere. Also the show recorded nearly 5 million impressions on major design sites. Case study
LG came up with an exclusive marketing tactics of humanizing its LG60 HD LCD TV to deliver a brand message. The aim of the entire campaign was to humanize and personalize the TV by associating with features like beautiful, fashionable, intelligent and iconic to the actress, Scarlet. The company used PR, online buzz and social media to build on Scarlet’s image primarily in the campaign. Also as apart from this 500 people gathered at the Pacific Design Center in Hollywood for a screening of “Scarlet” the series of TV. The campaign was successful in using the actress’s traits to personify the TV’s features and benefits. Case study
Sprite launched an online Alternate Reality Game (ARG) designed to promote the ABC TV show, Lost. For the same sprite placed Sublymonal.com URL into a faux TV commercial that ran in primetime during the ABC network show LOST. The game aimed at providing more information about the show’s characters. The successful viral campaign provided excellent results which included a 400% rise in Sprite web traffic also the visit time rose to 300%. Case study
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