Friday, November 20, 2009

Social Media promotion of ‘The Hangover’

Daemon Digital is helping to promote the Warner Home Video Blu-ray, DVD and On Demand release of the hit film, The Hangover. The campaign, which launched at the start of November, employs a highly targeted social media strategy to encourage people to interact with the film and its characters and ignite interest in the home release of one of the year’s most popular comedies.

A competition to win an all expenses paid trip to Las Vegas will be the centrepiece of the campaign; however Daemon recommended a supporting strategy which would drive a high number of entrants as well as importantly encouraging entrants to engage with the storyline of the film and therefore start conversations with the brand.

Entrants to the competition are invited to upload their funniest party photo to a dedicated page on Facebook – in creative costumes, striking poses and pulling faces that could only be captured in a split second; essentially doing things that make others laugh out loud, a la The Hangover!

The specific promotion of the campaign involves seeding invitational content through social media networks such as Twitter and Facebook news feeds, as well as creating a dedicated Facebook page with backgrounds and avatars in the style of the film and its characters.

The campaign results will be judged using traditional traffic based statistics together with an evaluation of the quality of conversations and interactions generated. Thus far, three weeks into the promotion, the Facebook page has over 11,200 fans.

You can enter the competition by visiting: www.facebook.com/hangovermovie