CaseStudiesOnline.com

Sony Pictures: Targeting Teen Girls for “Dear John”

Comments Off

In February of 2010, Sony Pictures launched a comprehensive advertising campaign on Facebook to promote their upcoming movie “Dear John.”

Even though they knew that their ideal target audience was 13 to 24 year old girls, Sony decided to invest in premium ads that would appear on every user’s Facebook account on January 11th, 2010.  The promotion featured an interactive campaign that allowed users to answer questions about love, upload personal videos, answer questionnaires, and other types of trivia.

• Promotion of movie “Dear John”
• One day mass campaign to all Facebook users
• Target demographic 13-24 females

Roughly 298,853 people interacted with the ad campaign on January 11th, which was a 1200% increase from the previous day’s total hits.  This was also the first Sony film to ever receive a million overall hits on Facebook before the movie release, with much of it coming from word of mouth after the original campaign.  Sony estimated an overall 16% increase in fan awareness over the film and a 2% increase is ticket sales.  You can view the actual case study here.