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

It’s always the little things in life…

…and here are two great examples.

Firstly the Ogori Café in Chiba, Japan, where instead of getting your order, you receive the order of the person in front of you instead. A really simple and fun idea that allows you to surprise and treat the next person in line. Love this, such a good idea and how much fun http://ow.ly/w3ff

Secondly, the Fun Theory from VW, which is a site dedicated to the concept that fun is the best way to change people’s behaviour. Simple genius. The piano stairs are awesome http://ow.ly/w3mA

Fiery Sydney sunset sparks social media success

With the youth market already contributing 37% of international visitor arrivals in New South Wales, Tourism NSW were keen to further encourage young travellers to visit Sydney and extend their stay.

Acknowledging word of mouth as an effective channel, they recognised a need to generate content containing a balance of information, opinion and entertainment which would position Sydney as a unique destination. By engaging social networks through defensive and then offensive strategic communications the @sydney_sider Twitter account was established to promote key messages regarding Sydney and react to discussions, comments and questions as they arise.

On 16th July 2009 the setting sun caught the attention of Sydneysiders which was reflected through the Twitter Stream. As an established account @sydney_sider was able to leverage existing followers to encourage Sydneysiders to tweet comments and photos of the natural spectacle.

The Twitter stream for “Sydney” swelled with keywords “sky” and “sunset” with descriptions including best, beautiful and love. Creating the hashtag #sydneysunset, @sydney_sider was able to direct traffic to the stream of positive sentiments and images which were retweeted and shared creating 107,274 impressions.

This user generated content was also used to create a post on the Sydneysider blog, earning high Google rankings for the query “Sydney sunset” and an increase in interactions on the Tourism NSW managed Facebook page.

By reacting immediately @sydney_sider was able to take the organic conversation around a natural phenomenon and increase the presence of Sydney in the Twitter stream, reaching 66,795 people in 191 aggregated tweets.

Daemon Digital Case Study_Sydney Sunset