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social media marketing for films

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Film Marketing Social Media Case Study for 'Before I Disappear'

Boguslavsky & Co were contracted to research, conceptualize and compile a three month social media strategy leading up to the theatrical release of the US film, 'Before I Disappear'. We then spent three months implementing the social media strategy, during the regional and international film festivals, and as part of the countdown to the actual theatrical release.

Some of the highlights of our social media work for 'Before I Disappear' included:

  • A Venice Film Festival Social Media Takeover Campaign by Paul Wesley & Fatima Ptacek resulting in a 40% growth in Twitter followers

 

  • Specific content strategies for the different social media platforms for the film, including Facebook, Twitter, Instagram, Soundcloud and Tumblr
  • Sold out screenings at Venice Film Festival, Raindance Film Festival, Hollywood Film Festival, amongst others
  • Developing content for Twitter based on creating specific persona for the film and tone of voice that resonated with the tone of the movie

 

  • A 'behind the scenes' Instagram strategy that resulted in over 15000 followers within the first three months of launching the 'Before I Disappear' Instagram profile

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Social Media Marketing for Films

It’s been just over a month since signing a film as a client of Boguslavsky & Co so I wanted to share my experience thus far (a.k.a social media marketing for films a la Boguslavsky & Co). Whilst I have worked with a variety of companies and brands, ranging from large corporates to start-ups and SMEs, this is my first film client. It has been a welcome learning curve as I was hungry for knowledge about the film industry. I have loved learning about industry concepts such as production, distribution, film festivals, the making of the trailer, music copyrights, movie stills, props, and gazillion other things that have made my film fanatic self pretty happy. I have also deeply loved working with so many talented people - from producers and actors, to film festival managers and directors. Not only do I get to have in-depth discussions about movie marketing with ridiculously smart people, but everyone I have dealt with thus far has been encouraging and supportive whilst allowing me creative freedom to draw on my digital experience to market the movie in the most effective way.

A big chunk of my time during the first month of working on this film project was spent researching, conceptualising, and compiling the social media marketing strategy for the various international film festivals and for the theatrical release of the film in the US. I worked closely with my graphic designer to make sure the core concepts, campaigns, and recommendations would be represented visually in a way that would help with the comprehension of the content. I was lucky enough to have access to the director/writer of the film who spent hours discussing the finished strategy with me and providing his invaluable input.

Whilst there is little useful information out there on social media marketing for movies, one of my favorite examples in terms of an absolutely brilliant social media marketing campaign for a movie release, is the one implemented by Universal Pictures on Twitter for the launch of ‘Ted’. The Twitter account @WhatTedSaid was launched with a (rather crass) tweet. They kicked off the Twitter account just a few days before the premiere of the first official movie trailer and the message quickly went viral with crazy amount of retweets and favorites. To date @WhatTedSaid has gathered more than 600,000 followers. I was inspired by this type of ‘’persona marketing’’ and it was a concept that I ended up incorporating into the film’s social media strategy. Overall, the key aspect to keep in mind when working on a social media strategy for a film is that it is vital to create a community and a phenomenal experience around the film, with the focus on the viewers’ favorite characters, and the people behind the scenes (producers, directors, filmmakers). Marketers should be using social media to provide a space for the fans to connect over their shared interest and love for the film.

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