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Below are several examples of innovative social media campaigns used to promote film releases. When you learn about them, consider:
How the campaign was connected to the genre of film or a specific audience
How the campaigns used logos, ethos or pathos
How they introduced fictional concepts to real world audiences in authentic ways
DeadPool Socials
The marketing strategy for the 2016 film Deadpool astounded viewers with its unconventional approach, which was entirely in line with the character's anti-hero persona. According to Wired, the campaign pulled out all the stops, from crafting custom emojis featuring the character's iconic mask to emulating other films in their promotional posters. They also undertook the ambitious task of recreating and replacing the covers of every movie on the shelves at Walmart. Additionally, they leveraged street billboards to present the movie as a romantic comedy and even devised a Tinder profile for Deadpool. Notably, the campaign featured provocative posters and teasers that contributed to its tremendous success.
Wired (2016) 'The Most Absurd Deadpool Marketing, From Tinder to Obscene Emoji' URL
Dark Knight
The pre-release marketing campaign for The Dark Knight captivated millions of eager fans for months with an elaborate strategy that included an immersive alternate reality game challenging participants to solve online riddles, uncover hidden codes, and engage in real-world fan gatherings in New York City and Chicago. Leaking numerous movie details and images during the game significantly contributed to the film's remarkable success. Christopher Nolan's second Batman instalment set the stage for the DC hero's cinematic journey, gaining exceptional attention thanks to Heath Ledger's standout portrayal of the 'Joker.' Leveraging this popularity, the 'Why so serious' campaign encompassed unique collectibles, puzzles, casual games, live events, and user-generated content, creating a 360-degree experience that engaged over 11 million participants across 75 countries, establishing itself as a marketing masterpiece much like the film it promoted.
Gizmodo (2023) 'How The Dark Knight ARG Changed Immersive Entertainment' URL
The Blair Witch Project
The Blair Witch Project, in 1999, executed one of the most remarkable marketing campaigns, seamlessly blending fiction and reality to terrify audiences. The film's team claimed it wasn't fiction but real found footage. A website posted about the alleged disappearances of the actors, Heather Donahue, Michael C. Williams, and Joshua Leonard. At screenings, flyers with the actors' photos asked for information about them. This unique campaign proved highly successful. The movie, a genuine revolution in filmmaking, followed three "real" filmmakers seeking a witch in Maryland woods, sticking to a familiar horror plot but standing out due to its ground breaking marketing. It had a low $60,000 budget and relatively unknown actors, but convincingly appeared as authentic found footage.
Collider (2022) 'How 'The Blair Witch Project' Changed Movie Marketing' URL
Hunger Games
While The Hunger Games had the advantage of being based on an already well-known novel, its true rise in popularity can be credited to its social media awareness campaigns. The campaigns were posted before the release of the first movie, offering fans the opportunity to immerse themselves in the fantasy world by becoming citizens. They could sign in using Twitter (now X) and Facebook and engaging in the virtual world could lead to real tickets to see the film. Also, each district had a dedicated Facebook page and held elections for its members. This connected fans to the content and each other and generated a wide buzz.
Fast Company (2012) 'Inside “The Hunger Games” Social Media Machine' URL
Anchorman 2
The sequel to 'Anchorman' featured Will Ferrell and a star studded cast, attracting audiences through 'ethos' promising laughs through 'pathos.' It also had an innovative marketing approach. The film was promoted through a Twitter (now X) account impersonating Ron Burgundy, Ferrell's character. These tweets generated significant social media buzz, presenting the audience with the idea of what it would be like have Ron on social media in the real world. The strategy resulted in immediate engagement, highlighting the important connection between Ron and the audience. From this, we see how important it can be to capture the appeal of lead or loveable characters and that taking particular parts of the film out of context can be an engaging way to reach and audience.
Joy Player (2012) 'Anchorman 2 just kicked up a notch as Ron Burgundy tweets trailer announcement' URL
Toy Story 3
Toy Story 3 was likely going to be a success based on having a dedicated fan base but they had something important to consider. When Toy Story 3 was released, it was 2010,over a decade since Toy Story 2 was shown. This meant their audience that had been children were now grown up. The film would likely draw in new children but they wanted a strategy to engage with the adult audience. To do this, they launched a YouTube channel where they began posting 1980s toy commercials, aiming to evoke nostalgia in viewers. All the commercials were real, except one which showed the film's character, Lots-O-Huggin Bear. They made it look like the video had been uploaded by the bear's previous owner to seem meta and connected to the real world.
Inside the Magic (2010) 'Amusingly-Authentic ‘Vintage’ Commercial for Toy Story 3’s “Lots-O’-Huggin’ Bear' URL
Eight Ways You Might Use Social Media Graphics
Below is a list of eight ways that you could consider using social media posts to advertise for the release of the film you are designing for (ChatGPT, 2023).
1- Countdown Graphics: Design countdown graphics with a visually appealing timer that counts down the days, hours, and minutes until the film's release. This creates anticipation and a sense of urgency.
2- Character Profiles: Share individual graphics introducing the main characters of the film. Include their names, a brief description, and an image to help the audience connect with the cast.
3- Behind-the-Scenes Sneak Peeks: Offer glimpses behind the scenes with images of the cast and crew at work. Use these graphics to humanize the production process and build a connection with your audience.
4- Interactive Quizzes: Design interactive quizzes or polls related to the film's plot, characters, or trivia. Encourage users to share their results, creating engagement and discussions.
5- Visual Storytelling: Share graphics that tell a mini-story or highlight a key moment from the film. Use a series of images or a storyboard-style format to engage viewers' imaginations.
6- Quote Graphics: Extract memorable lines or dialogues from the movie and present them in visually appealing text-based graphics. These can evoke emotions and resonate with the audience.
7- Contests and Giveaways: Create graphics for contests, giveaways, or challenges related to the film release. Encourage users to participate by sharing these graphics and using specific hashtags.
8- Fan Art Features: Showcase fan-created artwork and graphics related to the film. This not only honors your dedicated fans but also builds a sense of community around your project.
Remember that before any of the campaigns that we just looked at existed, they were an idea in someone's head first. Do not feel limited by list but using it as a jumping off point. Consider your audience and genre of film and aim to come up with an innovative way to engage them!
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