1Marcus Bastiaanse: Cases Entertainment Industry

Introduction p.03Research design p.04 Criteria p.05Case 1: Dante’s Inferno p.07Case 2: Guitar Hero 5 p.22Case 3: Paranormal Activity p.34Case 4: Sensation 2009 p.44Case 5: The Ironman 2 p.56Case 6: Batman: The Dark Knight p.81Success factors p.93Contact p.100

Index

2

Introduction

SocialMedia8 is always researching and following developments around the entertainment industry. In general entertainment products show a lot engagement from the audience and have a lot of fan potential.

Digital marketing can be really relevant for companies in this market. SocialMedia8 wants to gain clients in this market segment.

Heb jij het nog in je? Toen je nog kind was hoefde je

Introduction

3

Research design:ProblemSocialMedia8 want gain clients within the entertainment industry and create a USP in this market. For these clients you need knowledge and expertise to meet their needs. To add a part of this knowledge to SocialMedia8 there is a need for best practices to learn from their successes.

GoalKnow more about succes factors of digital success story’s from the past and learn from these insights

Important research boundry’s • Entertainment Industry: Films, Games, Events, Artists

• Markets with Dutch or English language

Research design

4

Selection criteria:

• Remarkable measured result• Timing• Consumer participation• Relevant and/or shareable content• Consistence & choice of digital channels• Relation to offline*

* Offline activities are not mentioned in report when it’s not relevant

Selection criteria

5

CasesHeb jij het nog in je? Toen je nog kind was hoefde je

6

Dante’s Inferno

7

Digital Marketing Case

Brand EA Games

Product Dante’s Inferno

Year 2009 (Released on 9 February 2009)

Agency Ascentium and LOLapps

Assignment Create buzz & awareness and increase purchase intend by bringing hell to earth

Digital Channels Branded website, Facebook, Youtube, Twitter, Mobile App, Bloggers

Content Type Flash Experience, Giveaways, Video’s, Pictures, Social Applications

Campaign Details

8

Create buzz & awareness and increase purchase intend by

bringing hell to earth

Challenge

9

Bringing Hell to Earth by:

• Introducing the 9 circle’s of hell

Media:

• Seeding online video content

• Story experience website with Twitter integration

• Facebook Community + Application + RPG Game

• Facebook connected iPhone application

• 9 months of marketing hell (PR campaign)

Solution

10

www.dantesinferno.com

11

www.dantesinferno.com Twitter Integration

12

www.youtube.com/user/EA

13

www.apps.facebook.com/dantes-inferno

14

www.apps.facebook.com/go-to-hell

15

iPhone Application

16

9 Months Guerilla Marketing

17

1.Limbo2.Lust3.Gluttony4.Greed5.Anger6.Heresy7.Voilence8.Fraud 9.Treachery

Example Month 5 Theme: Anger (WMV.)

18

Example Month 5 Theme: Anger (AVI)

19

Blogger outreach• Not measured

Youtube Trailer (EA Games)• 1,7 million natural views• 5336 votes (5035 positive)• 8579 comments trailer on Youtube• 3864 times shared to Twitter, Facebook or

Google Buzz

Results (1)

20

Facebook Application (Go To Hell)• +600.000 persons or objects are banned to hell• Peak of 4 milllion monthly active users• A total of van 5 million notifications• 64% of the MAU’s were logged in more then an

hour per session• Users had a purchase intent of 62%• 400.000 pre-orders

Facebook RPG Game (Battle of Damned)• Avarage 140.000 unique active users per day • 275% ROI through microtransactions• Conversion of 1,2 % directly through RPG game

Results (2)

21

• Relevant content

• Seeding (guerilla style)

• Thematic visuals

• Call to action in social applications

Success factors

22

Guitar Hero 5

23

Digital Marketing Case

Brand Activision

Product Guitar Hero 5

Year 2009 (Released on 1 September 2009)

Agency BlitzAgency

Assignment Create an online destination that would appeal to all its artists, while facilitating digital interaction, global community integration, user personalization and product sales before the introduction of Guitar Hero

5

Digital Channels Branded Community Platform, Facebook, Twitter and Youtube

Content Type Branded video’s and pictures, Downloadable Guitar Hero songs for gameconsole, Online groups & tournaments and a Guitar Hero Webshop

Campaign details

24

Create an online destination that would appeal to all its artists,

while facilitating digital interaction, global community

integration, user personalization and product sales before the introduction of Guitar Hero 5

Challenge

25

Community Platform most important features:Sales• Integrated Guitar Hero Shop• New Guitar Hero songs for game console

Content• Game features• Exclusive Guitar Hero video’s and pics

Game console• Full connection from game console (Xbox, PS3)• Online tournament planning

Community• Social Media integrations (Blogs & News,

Twitter, Facebook)• Content Likes• Friend groups• Forum• Costumer support

Solution (1)

26

External platforms:

• Viral video seeding by Youtube Channel

• Twitter and Facebook Community

Solution (2)

27

www.hub.guitarhero.com

28

www.youtube.com/user/GuitarHeroGames

29

www.facebook.com/GuitarHero

30

www.twitter.com/GuitarHero

31

Community Platform• + 50% registered members compared to

the old platform • More then 700.000 community members

after campaign• Doubled traffic figures compared to the

old platform

Sales• Tripled online sales figures Guitar Hero

products• More than 2.7 million units of Guitar Hero

5 were saled worldwide

Results (1)

32

Youtube (Guitar Hero Games channel)• A total of +2.4 million views of all the

Guitar Hero 5 content • A total of 9.462 comments on all the

Guitar Hero 5 content• A total of 8.781 votes on the Guitar Hero 5

teasers content (7.862 positive) • The Guitar Hero 5 content was 28.448

times shared to Facebook, Twitter or Google Buzz

Facebook• 1 million more Facebook fans after the

campaign  

Results (2)

33

• Game console connection

• Integrated webshop (ROI)

• Integration of Guitar Hero conversations and content from external social networks

• Long term vision

Success factors

34

Paranormal Activity

35

Digital Marketing Case

Brand Paramount Pictures

Product Paranormal Activity

Year 2009 (Released on 25 September 2009)

Agency Creative Artist Agency

Assignment Get insights about the demand in the U.S. for a distribution strategy for Paranormal Activity

Digital Channels Eventful.com, Facebook, Twitter, Youtube, e-mails

Content Type Campaign info and video trailer

Campaign details

36

Get insights about the demand in the U.S. for a distribution strategy

for Paranormal Activity

Challenge

37

Get insights for a distribution strategy by:

• Getting 1.000.000 demands on eventful.com before the film will open nation wide

Media:

• Branded page on Eventful.com

• Campaign page with Evenful.com integration

• Online video trailer

• Branded e-mails & weakly e-mailupdates

• Bloggers and the Twitter and Facebook audience to spread the word

Solution

38

www.eventful.com

39

www.paranormalmovie.com

40

www.facebook.com/paranormalactivity

41

www.twitter.com/TweetYourSream

42

Eventful.com• 7 milllion visitors on the Paranormal

Activity landingspage• 1.4 milllion active users who demanded

Paranormal Activity Online sales• 500.000 sold tickets online• 250.000 sold dvd’s by Amazon.com Youtube trailer• + 19 million videoviews• + 361.227 times shared to Facebook,

Twitter or Google Buzz • + 19.933 votes (17.624 positive)• + 44.084 comments

Results

43

• Power to the consumer

• Reason to share

• Risk

Success factors

44

Sensation 2009

45

Digital Marketing Case

Brand ID&T/Sensation

Product -

Year 2009 (Year Program)

Agency -

Assignment Deliver the audience a Sensation experience and deliver them a message in a way like they get engaged and can spread the word

Digital Channels Branded Communityplatform, Owned Online Radio Channel, Facebook, Twitter, Youtube and Flickr

Content Type Video’s, Pictures, Podcasts, Info

Campaign details

46

Deliver the audience a Sensation experience by giving them a

message in a way like they get engaged and can spread the word*

* Based on an public interview from NIMA institute with the Sensation Brand Manager 2009

Challenge

47

Delivering the audience a Sensation experience by

giving them a message in a way like they get

engaged and can spread the word by:

• A consistent stream of Sensation content• Pushing on different networks, different content

types like :

- Podcasts

- Video’s

- (Party) Pictures

- News• Facilitating a branded community platform

were the audience can share their Sensation content and opinions from social networks with Sensation and their peers

Solution

48

www.wecelebratelivewithhouse.com

49

www.dancetunesradio.com

50

www.facebook.com/OfficialSensation

51

www.youtube.com/sensationvideo

52

www.twitter.com/sensation

53

www.flickr.com/photos/sensationphotos

54

Sensation.com• More then 4,8 milllion sitevisits• More then 2,6 milllion unique visitors• A total of 11 million pageviews  Facebook• +105.000 Facebook fans Dancetunesradio.com• 2,4 million Sensation podcasts

downloaded Video• A daily average of 300.000 Sensation

related video uploads by the audience

Results

55

• Long-term vision

• Consistence

• Different content types over different channels

Success factors

56

The Ironman 2

57

Digital Marketing Case

Brand Marvel

Product Iron Man 2

Year 2009/2010 (Released on 7 May 2010)

Agency The Picture Production Company, Veemee, Rubber Republic and We are Auto Bots

Assignment Create buzz & awareness for Iron Man 2

Digital Channels Fake press releases, fake company website, interactive branded websites, Facebook, Twitter, mobile phone

Content Type Fake seeding materials, interactive games & trailers, mobile application, video’s

Campaign details

58

Create buzz & awareness for Iron Man 2*

* Made on assumptions

Situation & Challenge

59

Creating buzz and awareness by:

Bringing the futuristic theme of the movie to life

Media• Sending out a fake Iron Man 2

newspapers to the press • Seeding a first online video trailer

without revealing al lot of info about the movie

• A fake corporate website for Stark Industries (a company in the movie)

• Interactive video trailer with social network integrations

• Augmented Reality Game through Webcam, containing social network integrations

• Two online cross-promotions

Solution

60

Before Cinema Release

61

Seeding Material

62

First Teaser Trailer on www.youtube.com/user/marvel

63

www.ironmanmovie.marvel.com/intl/uk/mainsite/

64

http://ironmanmovie.marvel.com/intl/uk/mainsite/

65

http://ironmanmovie.marvel.com/intl/uk/mainsite/

66

www.twitter.com/jon_favreau

67

www.facebook.com/IronManMovie

68

www.starkexpo.com

69

www.facebook.com/starkexpo

www.iamironman2.com

71

Augmented Reality Webcam Game (WMV.)

72

Augmented Reality Webcam Game (AVI.)

73

Second Teaser Trailer on www.youtube.com/user/marvel

74

After Cinema Release

75

www.ironman.oracle.edgesuite.net

76

www.lgim2.com

77

Mobile Application (Augmented Reality)

78

Mobile Application (WMV.)

79

Mobile Application (AVI.)

80

Blogspostings

Total sales• A total $ 594 million revenue

Results (1)

81

Youtube Trailer 1• + 23 million views • 287.649 times shared to Facebook, Twitter

or Google Buzz• 37.068 votes (35641 positive)  Youtube Trailer 2• 14 million views • 183.706 times shared to Facebook, Twitter

of Google Buzz• 25.726 votes (24938 positive)

• Facebook• 782.000 more Facebook fans

• Twitter• 760.000 more Twitter followers

Results (2)

82

• Easy content sharing

• Builds further on story of the last movie without revealing much about the story of the new story

• Use of the futuristic theme of the movie

• Cool content

Success factors

83

Batman: The Dark Knight

84

Digital Marketing Case

Brand Warner Bros

Product Batman: The Dark Knight

Year 2007/2008 (Released on 18 July 2008)

Agency 42 Entertainment

Assignment Create a Batman dedicated fanprogram

Digital Channels Campaign Website, Youtube and Facebook

Content Type Video’s, Info, clues, and challenges from character from the fictional world of Batman

Campaign details

85

Create a dedicated Batman fanprogram*

* Based on assumptions

Challenge

86

Creating a dedicated Batman fan program by:

Facilitating an alternate reality game about the

world of Gotham City for the core Bathman fans

Media:

• 31 fictional websites • E-mail updates

• Multiple offline alternate reality events

Solution

87

www.whysoserious.com

88

www.gothamtimes.com

89

www.ibelieveinharveydent.com

90

Why So Serious? Campaign Flow (video)

91

All fictional Webpages

92

www.whysoserious.com www.ibelieveinharveydent.com www.thegothamtimes.comwww.thehahahatimes.com www.gothamcablenews.comwww.rorysdeathkiss.comwww.citizensforbathman.orgwww.gothamnationalbank.comwww.gothamcitypizzeria.comwww.acmesecuritysystems.comwww.trustgarcetti.com www.rent-a-clown.comwww.gothampolice.comwww.gothamcityrail.comwww.gothamusd.com

www.bettyshouseofpies.comwww.atasteforthetheatrical.comwww.gothamelectionboard.comwww.maidenavenuereport.comwww.danaworthington.comwww.rossisdelicatessen.comwww.GVAfoundation.org www.gcferries.comwww.kinslytravel.com www.gpdiad.comwww.gothamhistorictrust.comwww.gothamcab.comwww.gothamcityclerck.comwww.ccfabg.orgwww.rememberinggina.orgwww.wearetheanswer.org

www.facebook.com/darkknight

93

Participation• More than 10 million unique active

participants worldwide

Videoportals• 55.000 Dark Knight related videouploads

with videoviews up to 8 to 9 million per video

Blogs • 106.299 Dark Knight related blogpostings

on the release day only Sales• 13% of the total cinematickets were sold

online• 13,5 million sold dvd/blu-ray units

worldwide (2008)• Total revenue of $1,001,945,358,-

Results

94

• Campaigns anticipates on the participation of the fans and their strong relation with the brand

• Realistic interface of the campaign

• Smooth interaction between online channels and offline events

• All content to fans first

Success factors

95

Thumps up for…………………………….

96

Success factors

Content Quality/Relevance

Success factor (1)

97

Distinctive Seeding Approaches

Success factor (2)

98

Share Friendly Content

Success factor (3)

99

Use of branded fan hubcommunities

Success factor (4)

100

Success factor (5)

101

Use of ambience from the entertainment product in the campaign

Success factor (6)

102

Use of exclusive, mysterious or fictional content

Marcus BastiaanseIntern @ SocialMedia8marcus.bastiaanse@gmail.com+31647785768

Aldi SouripetSocial Media Specialist @

SocialMedia8Aldi@socialmedia8.com+31 20 575 74 42

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