Job Role: Project Lead / Creative Director
Client: Miramax Films
Year: 2009
Extract was a film released this past fall written and directed by Mike Judge.
Problem:
Crowded film openings in and around Extract’s opening weekend. And Extract is a niche film that didn’t fall within a clearly definable genre. Labor Day opening weekend is traditionally not a movie-going weekend.
Solution:
Identified the main reasons that people would go and see the film and made sure that those reasons were clearly addressed in the messaging. These included: affinity for Mike Judge, affinity for the cast, emotional connection to the subject matter and emotional connection to the characters. We also tied the work-place location and subject matter of the film into the Labor Day weekend holiday.
Research
Conduct audience audit by segment
Quantitative – Who, Where and When
Bloggers
Influencers
Communities
Platforms
Qualitative – What, Why and How
Conversation topics
Trends
Sentiment
Emotion
Messaging
Position Extract as a companion piece to Office Space
Highlight characters from the film to increase emotional connection
Focus on Mike Judge for fan appeal
Focus on stars for fan appeal
Create targeted messaging for bloggers and journalists based on trends
Easy-to-post formatting for releases
See http://extract-the-movie.com/press
Blogger Outreach
Bloggers chosen based on three main criteria:
Relevance (how relevant is the content to them and their audience)
Influence (how influential are they?)
Affinity (have they already demonstrated affinity by posting previously)
Outreach done on a one-to-one personal basis
Relationships established and maintained
Outreach email is short, relevant and enticing
Link provided to Social Media Release (SMR) hosted on the destination site
Comic-Con Presence
In-booth green screen experience
Participants edited into the trailer on-site
Takeaway custom USB thumb drive with their cameo in the trailer and other media for them to upload and share resulting in dozens of UGC posts and thousands of views.
Facebook Fan Page, Quizzes and Apps
Created a dynamic Facebook fan page
Regular updates
Added apps, widgets and media
Promoted fan page via social media platforms and targeted advertising
Gather insights and post content likely to encourage interaction
Develop contributions including tools, information and messaging that are relevant and helpful to the community
Social Media Presence Management
Skinned social media profiles
Maintained constant flow of new content
Gathered friends, followers, subscribers
Pushed content through channels to form continuous content loop
