Client List & Portfolio
Twentieth Century Fox
In Summary
- official I Love You, Beth Cooper movie website
- personalized movie trailer platform for viral sharing via e-cards, mobile and across social media networks including Facebook and MySpace
- segmented and targeted press release distribution
- social community outreach within fan-based social media networks, message boards and blogs
- pay per click advertising
- social media listening and intelligence gathering
The Outcomes
With the combined social media and digital advertising efforts, EMG was able to generate the following traffic and content views in just one week’s time:
- 91,700+ visits to the I Love You, Beth Cooper landing page
- 463,870+ video views of the theatrical trailer with an average duration of 2:29 minutes per visitor
- 101,980+ widget views
- 16 million+ impressions (Google, Yahoo!, MSN & Facebook)
Client Background & Needs
As one of the world’s largest film studios, Twentieth Century Fox Film Corporation, a division of Fox Filmed Entertainment (FFE), produces, acquires and distributes big budget motion pictures worldwide. Seeking an innovative, integrated and social media promotional approach to garner attention for its upcoming romantic comedy I Love You, Beth Cooper – set to be released in mid-July 2009 – Twentieth Century Fox (TCF) sought to launch the movie’s official website in conjunction with the release of its theatrical trailer over the Valentine’s Day weekend.
EMG Approach & Solution
To meet Twentieth Century Fox’s needs in promoting and creating awareness for I Love You, Beth Cooper, Earthbound Media Group (EMG) developed a compelling, value-adding campaign comprised of the movie’s official landing page complete with interactive widget along with a strategic social media and digital advertising campaign. Revealed on Valentine’s Day weekend 2009, EMG launched a creative, customizable trailer widget that invites users to publicize their feelings by sharing with friends via e-mail or popular social media networking websites, Facebook and MySpace. With the options to send a message of Love, Like, Friendship and Rejection, users are able to add a touch of personalization and tailor the content featured in the pop-up commentary that simultaneously appears within the rolling trailer.
To spread the word about the I Love You, Beth Cooper trailer, EMG took an aggressive approach with the campaign’s social media plan. Once audiences were identified and classified, EMG targeted each persona in their respective online niches including blogs, forums, social networking groups and fan pages. To engage these users, EMG initiated discussions with members of these online communities and referred them to the interactive Valentine’s Day widget. Also, EMG distributed and syndicated press releases to major entertainment and gossip blogs, publications and public relations outlets, announcing the movie’s official website and trailer feature. In turn, a major buzz marketing initiative stirred up both excitement and awareness among Hayden Panettiere fanatics, movie buffs and entertainment media outlets alike.
Additionally, EMG developed a digital advertising initiative comprised of Facebook and pay per click advertising. Further supporting its social media efforts, EMG matched targeted audiences within the Google search network to the social media sites they interacted with daily. Pay-per-click ad copy was also produced in alignment with EMG’s identified campaign themes along with a 48-hour continuous bid management. In doing so, EMG was able to ensure that the I Love You, Beth Cooper ads were prominently being displayed in top positions across popular search engines Google, Yahoo! and MSN.
