Last year Slumdog Millionaire walked away with most of the awards at the Oscars. The movie was about ‘anticipation marketing’ & did a very good job engaging people – all the right ingredients for Social Media.
Since last year, Social Media has taken on a buzz of its own. There are a number of nominees, a lot of buzz and The Academy has done a very good job trying to canvass engagement.
If you go to their web sites at http://www.oscars.org you will see references to a very nice engagement forum on Facebook & Twitter. Their YouTube site is also full of good engagement. To connect with fans they have even created www.oscar.go.com – with the intention of involving, engaging, & promoting everything about movies. Games, challenges, trivia, mobile alerts – they have it all.
Some people have even created their own avatars to talk to fans about who is going to win. Alix Diva is an expert on Twitter and she is giving away $100 to those that can predict the best movie, best actor, & best actress.
Just like the movie Slumdog Millionaire a good social media program keeps fans engaged, a carefully scripted plan that way even if they figure out your formula and know what to expect, they’ll still have something to look forward to. The Academy’s web sites are the basis for user generated content, and consequent engagement. A scripted path that allows for efficient engagement, anticipate needs, determine recipient’s favorites and their best-fit offers.
The movie Slumdog Millionaire followed a path – simple questions leading to more complicated ones; even when you knew what to expect, you waited to watch because there was enough of a teaser. Use the same approach with your campaigns, lay them all out and see if they flow.
Offer a theme to keep people engaged across campaigns, make reference to current events and keep sharing feedback from the users and incorporating feedback from your team. Your goal is not just to get a click-through to landing pages, but to get people to share what you show and keep coming back for your campaigns.
I was blown away by the effort involved in Avatar. I was also impressed with Inglorius Besterd’s. Other than that, I have no idea who will win.
Maybe Alix at TopFlix will let me in on the buzz?
