Heavybag Media is an independent agency that believes driving sales is the ultimate goal for all marketing. We approach marketing communications from three distinct vantage points; technological, sociological, and psychological. Each brand, each person, each situation is unique and requires a unique strategy, as well as its own set of tactics.
In today's “attention economics”, due to an information overload, human attention is a scarce commodity. Traditional broadcast media is failing to get consumers to consume their advertising. With today's fragmented audience and overwhelming choices, success depends on building a stronger connection between your film and the audience it serves. It’s no longer only about advertising and pushing out the message you want your audience to hear. It’s about being a part of your film's community and an active participant in the conversation. By building trust through this earned media approach you create brand ambassadors spreading the positive word of mouth every film needs to be successful.
Heavybag Media creates these memorable brand experiences through engagement, education and entertainment. We maximize your ROI by connecting your brand with your audience, focusing their attention, and providing them a reason to buy.
Case Study
Miramax Films | "Extract"
Extract was a film released in fall of 2009 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
- Targeting
- 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
Read more about our strategies on film marketing or contact us now to get your film's marketing started.
