Grapevine Media recently undertook the promotion for the popular Batman movie, “The Dark Knight”. Grapevine Promotions and Grapevine Postcards worked in synergy to create an exiting, interactive campaign to promote the movie throughout the month of July 2008.
Apart from the traditional promotional elements (as discussed in our previous article), what set this specific promotion apart was the exploration of a still relatively new marketing medium: Facebook. Facebook is a social networking website launched on February 4, 2004. [1]
For the “The Dark Knight” promotion, we wanted to create hype around primarily the movie release, but also around the intersection handouts and the nightclub promotions (where patrons could stand a chance to win awesome prizes to the value of R40 000).
The majority of the success surrounding the promotion was largely contributed to by the postcard campaign and nightclub events. We did however need an additional link to create awareness for the nightclub activities and prize give-aways. The perfect solution presented itself by our very own internal Facebook enthusiast, who suggested creating a “The Dark Knight Promotion” group. The benefit of this was a free advertising platform that linked to and from the postcard and promotion campaign.
The Facebook group was advertised via specially designed postcards that were placed on our postcard racks nationwide as well as at intersection handouts. Anyone was able to join the group, receiving great benefits such as a detailed schedule of the promotion dates and times, viewing all the pictures taken at each nightclub, sharing links and writing on the group's wall. To date, this group has already grown by 229 members. The general consumer response was extremely positive, with a whopping 1472 entries being collected. The nightclub owner's response to the promotion was: “Extremely well organised and implemented - all in all a huge success.”
To join The Dark Knight Facebook group, go to www.facebook.com and search for “The Dark Knight Promotion Group”.
References: 1. ^ a b c Seward, Zachary M. (2007-07-25). "Judge Expresses Skepticism About Facebook Lawsuit". The Wall Street Journal. Retrieved on 2008-04-30.
Visit our PRESS OFFICE: Print and distribution of a specialist advertising medium in the form of free postcards. Also specializing in promotions and design, print and distribution of all forms of point of sale merchandising.- more....
Connected by: Uninet
muti
del.icio.us
stumbleupon
yahoo
google
facebook
newsvine
Digg
Reddit
GoGuide
