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What are the most successful digital marketing campaigns for entertainment (tv shows, webisodes, films), targeting millennials, in the past 2 years, and who are the agencies that ran them?
Hello! Thanks for your request to provide examples of the most successful digital marketing campaigns for entertainment within the past 2 years that target millennials along with the agencies who ran them. The short version is that Stranger Things, Black Mirror, Ok Go, Deadpool, Catching Fire and Fantastic Beats and Where to Find Them are examples of entertainment shows that had very successful digital marketing campaigns.
Below you will find a deep dive of my findings.
METHODOLOGY
I first directed my research towards targeted searches such as ("Millennials" "Digital Marketing" "Shows"), ("Millennials" "Digital Trends" "Entertainment Marketing") and ("Awards" "Digital Marketing Campaigns")
Presented with no specific results that directly fit the criteria of this request, I then redirected my search towards finding digital marketing campaigns that focused on marketing trends proven to be most effective on millennials.
Stranger Things is a Netflix original horror science fiction web-based television series. The series received a rating of 95% from Rotten Tomatoes, 4/5 stars from Metacritic and 8.9/10 from IMDB.
Their marketing campaigns include a 4-hour live-stream session on Twitch prior to the release of the series and a 360-degree virtual reality video teaser.
These are examples of successful strategies marketers use nowadays to gain and retain the attention of millennials.
Live-streaming is an emerging trend in marketing for millennials. Its success branches out from millennials' preference for authentic content.
360-degree virtual reality, categorized as experiential marketing, is another emerging trend which has proven to be effective for marketing towards millennials. Studies show that millennials highly value immersion and experiences over passive advertising or material possessions.
The marketing team of Netflix, headed by Kelley Bennett, led and organized all advertising campaigns of the series.
2.) BLACK MIRROR
Black Mirror is another Netflix original horror science fiction web-based television series. The series received a 93% rating on Rotten Tomatoes, 4/5 stars on Metacritic and 8.9/10 on IMDB.
The Verge states that Netflix has agreed to produce season 3 of Black Mirror. Since the acquisition, Netflix has released multiple marketing campaigns such as the Netflix Vista.
The marketing campaign revolves around a video showcasing how Netflix has ironically adopted the scary possibilities of irresponsible use of technology throughout the series for their latest product.
Another marketing campaign involves a real-life version of an app in an episode of Black Mirror. The app allows people to give each other ratings which would ultimately be used to gauge your overall worthiness for privileges and even connections.
Netflix also launched a marketing campaign targeted towards people who make use of ad blockers. Upon visiting the official Netflix website, ad blocker users will be greeted with a banner saying: "You cannot see the ad, but the ad can see you."
The success behind these strategies branches out from millennials' assimilation of lifestyles alongside technology.
Ok Go is an American band currently based in Los Angeles, California. The band is famous for its gimmicky videos which usually are shot in just a single take.
Their latest video showcases a 4.2 video filled with chaotic explosions slowed down to last the entire duration of their latest song. While played in slow-motion, the previously chaotic segments started displaying artistic scenes carefully synced with the music.
The marketing campaign was led by Morton Salt. According to our sources, Morton Salt mentioned that their target audience for this video were millennials.
The campaign's success branches out from millennials' preference for socially responsible brands. Studies show that 73% of millennials would prefer brands that are more socially responsible as opposed to just 66% from all other generations combined.
Deadpool is an American super hero film based on the Marvel comics character "Deadpool". As of Feb 29, 2016, the film has earned over $600 million globally.
Their marketing campaigns include the creation of a Tinder profile, the creation of multiple videos depicting Deadpool in real life and Ryan Reynolds' promotion of the character on Twitter.
The success of these campaigns branch out from millennials' constant monitoring of social media. Research shows that millennials' spending is 3 times more likely to be influenced by social media.
The marketing campaigns were led by Marc Weinstock, the president of domestic-marketing for 20th Century Fox.
5.) CATCHING FIRE
While slightly older, Catching Fire is another excellent example of a highly successful coordinated digital marketing campaign targeted towards its millennial audience.
The campaign focused heavily on visuals on social media - large, high resolution photographs. Facebook contained movie stills, while they also set up a dedicated Instagram account for "Capitol Couture", targeting fashion-savvy consumers interested in the costumes and fashion behind the movie.
This Capitol Couture also extended to the strategy of reaching for user-generated content. A Tumblr page solicited submissions from fans that kept the franchise's theme of dystopian commercialization.
Lionsgate, the studio behind Hunger Games, also had a gamification element to their marketing strategy. People can register, compete and earn badges and prizes.
All in all, these activities registered an 85% growth of their social media channels. The campaign was led by Lionsgate chief of marketing, Tim Palen.
6.) FANTASTIC BEASTS AND WHERE TO FIND THEM
The Warner Bros. Harry Potter-universe follow-on, Fantastic Beasts and Where to Find Them has been praised for truly embracing "innovative multiplatform storytelling". The film partnered with several social media platforms to do things like create customized Twitter emojis, have a bespoke Amazon search bar and launch innovative content on Facebook Live. Campaigns utilized the film's rich digital/CG assets and used those as part of digital content to entice film-goers. Its campaigns encouraged people to time with the film and its characters away from the film screen.
While a great deal of content was also produced offline (posters), it very creatively linked back with Fantastic Beasts' digital content. Each poster was cleverly peppered with clues and 'easter eggs' for fans to pour over. They were also made available digitally, encouraging people to log on to see high-resolution, zoomable images to consume. On the website, alongside the art, there are embedded links to the firm's social media profiles, the Pottermore website and rotating references from how fans can interact with Fantastic Beasts (even highlighting its partnership with LEGO Dimensions and its Google VR content).
The film also had integrations with Google, pinpointing filming locations on Google Maps and allowing people to explore a virtual version of 1926 New York.
The campaign was run by Warner Bros., with the agency Experience12 also producing some digital content.
CONCLUSION
To wrap it up, Stranger Things, Black Mirror, Ok Go, Deadpool, Catching Fire and Fantastic Beasts and Where to Find Them are examples of entertainment shows that had very successful digital marketing campaigns.
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