Prometheus is a long awaited epic SciFi movie, launched in the summer of 2012. As the movie was highly anticipated, Twentieth Century Fox wanted to create some buzz around it and they contacted the agency Substance to devise an engaging social media and digital strategy campaign. They purpose was to attract a whole new audience for the movie, the nin-SciFi enthusiasts.
The Campaign Designed for Prometheus
The digital content plan followed the movie’s tone – a fascinating narrative to carry the user on a journey from the intrigue to the epic action. Fully utilizing social networks, the agency managed to create a lot of buzz around the film.
An important detail was launching the international trailer: it was released during the break of TV show Homeland and viewers were encouraged to use #areyouseeingthis hashtag and share their thoughts on Twitter. Their responses were aired live during the second break.
The launch alone added over 2,000 new followers on Twitter. During the launch, 19,000 tweets with the hashtags appeared on social media.
The campaign was built around connecting with fans and engaging with them, through conversations via Facebook and Twitter, resulting in over 40,000 likes on Facebook, reaching nearly nine million users, gathering thousands of comments and shares. On Twitter, the campaign garnered over 34 thousands new followers, over 6,000 re-tweets, reaching 5,8 million users. The hashtag #areyouseeing this reached over 8 million users and created over 12 million impressions.
The highly integrated, multi-media campaign managed to create more than just some buzz around the movie, it managed to stir the interest of a new fan base. Ultimately, the campaign resulted in billions of impressions on social media, making Prometheus one of the highest grossing movies of 2012 and also, the movie with one of largest premiere weekends in history.
Have you seen Prometheus?
References: mashable.com, substance001.com, pinterest.com