Hyperlaunch DMG

Launching with social media: How to get a number one box office film

22-09-2009

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Social media-led launches can have dramatic results. Going direct to target audiences with engaging messages is of course valid of all media but if you can do this within like-minded community networks the interest created and the resulting interaction can be dramatic.

Earlier this summer HyperlaunchDMG worked with Warner Bros. to launch the film The Hangover. It was a social media-led campaign that generated 1.8m video views, 200,000 YouTube hits and thousands of fans. The film quickly became no.1 at the UK box office.

Noize, the social media team at HyperlaunchDMG, identified that social media would be perfect for reaching the core audience of young males. We created and managed strong social media presence including a branded YouTube channel and a Facebook fan page. Site traffic was then delivered by online PR and a highly targeted outreach programme to over 400 sites with promotions, competitions, trailers, games and polls.

Like all successful campaigns this was a team effort working closely with Warner Bros. and other agencies, especially the media agency.  The results were both impressive and rapid:

• 1.8m video views in 12 weeks
• 10,000 Facebook fans and 75,000 YouTube channel views before the film’s release
• 35,000 Facebook fans to date
• At launch The Hangover became the most visited YouTube sponsored page
• The film went straight to no.1 at the UK box office

Social media is not formulaic but the principles are the same for films, music, cars, food, services and all products. By using a specialist and very experienced team, amazing results can be achieved, and often with modest media budgets.

Watch this space for more successful social media case studies.