By: Arthur Cooper
Submitted: 2011-02-22 13:48:49 | Word Count: 664
We have noticed in more ways lately than ever before how social media has had overwhelming effects on the way we shop, the foods we eat, the music we listen to, the clothes we wear and now it affects the movies we watch. It appears that the film industry has caught on to the craze and they are now targeting social media outlets as the perfect marketing platform. Let’s start by analyzing the use of social media for movie marketing by taking a look at Pixar’s 11th full-length film, Toy Story 3.
Months before debuting on June 2010 Disney and Pixar embarked on a marketing blitz with coverage spanning print, television and social media. The companies used Youtube and Facebook to reach desired demographics and created a buzz amongst those who would generally hesitate before strolling into a Disney animated feature film.
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The strategy was simple: use the internet and social media to reach people in their twenties/early thirties and stick to television and print for young children, older adults and large families. All bases were covered. The company’s started with Facebook. Through Facebook, Pixar and Disney announced cliffhanger screenings on Toy Story 3 at college campuses around the country. This campaign was a success as many college aged Facebook users flocked to the cliffhanger screenings later returning after the movie premiered to view the full film.
By April 2010 Disney and Pixar got even more innovative with their social media campaigning by releasing vintage, nostalgic YouTube commercials. These ads were obviously geared toward viewers in their late 20’s and 30’s as we were taken back to the days of poor lighting and VHS tracking. These videos were faux ads that slyly promoted a new Toy Story character whose role in the animated film remained unrevealed throughout the advertisement. There was also the Groovin’ with Ken YouTube clip that targeted Generation X and struck a chord with memories of Barbie’s Ken doll. If nothing else this was an effective way to attract attention from and unlikely demographic; another score for Disney and Pixar.
By this point Disney and Pixar had pretty much covered all bases. The children were an easy catch as they have a sense of loyalty to Disney, Pixar and the Toy Story brand. Throw in a commercial here or there on a Saturday as a reminder and the kids are hooked. These Saturday morning kids are generally accompanied by parents so that’s covered too. The college kids were intrigued, the young adults had a peaked interest as well, only demographic left was the general adults. Easy, tie-in marketing with Dancing With the Stars, done. Though this may not have been the strongest leg of the campaign it definitely reached an otherwise ignored audience.
Social Media as a box office helper only begins here. With social media being at the forefront of interaction and communication amongst peers and those with like ideas it is only inevitable that we witness all industries taking advantage. Social media has taken the world by storm and has changed the way we live, the way we think, and the way we market.
