Best Social Media efforts.
Does digital data offer monitored marketing effectiveness and predict box office success even before awareness turns into intent? You bet it does. Check out an article in Variety magazine where they analyzed new movies premiering the same weekend across Facebook, YouTube, Twitter and Google, when marketing campaigns should be at their peak. The Other Woman ranked at the top of the heap and here’s the top 5 reasons why.
Top 5 Social Media plays done right.
1. They partnered with Popsugar and female blogger network with 20 million users and 250 million page views monthly. Purchased a dedicated page to sell tickets, connect to all social media outlets hosted on that page while Pop sugar bloggers AKA influencers were invited to a special premier to get the digital PR rolling. Instagram us please.
The official site ttheotherwomanmovie.com is basically one big social media press kit for the movie industry and fans alike to publish.
3. Hiring singer Nicki Minaj- She is making her acting debut in the movie and the star has a prodigious social presence, with 42 million fans on Facebook (Cameron Diaz has 1.9 Million) as well as 17.6 million Twitter followers and 5 million on Instagram. The rapper has regularly posted about her role in the movie, tweeted at her co-stars and Instagramed photos of herself at the premiere in an attempt to leverage her fan base. Tie-ins with Dr. Dre’s Beats label should also help to activate the urban audience.
4. Sex and the City crossover. Signing up Patricia Field, the stylist to Sex and The City to set off a digital PR Buzz about the fashion up front and behind the scenes. #Fashionistas on board ready to vlog, blog and Pose.com.
5. Q & A with social media giants like Twitter and Yahoo.
The cast did a Twitter Q & A in conjunction with Yahoo! and “The Other Woman” is performing strongly on Twitter and search, as a result.
All of the stars of course did their jobs with traditional PR hitting the press circuit, talk shows and magazines. However, as you can see social media is extremely relevant to the end result of the ROI (return on investment) for Fox studios. So, how did they fare in the box office opening weekend? The top of the heap at $45 million reported by Huff Post. Guess those hashtags and gifs really paid off.
1. “The Other Woman,” $24.7 million ($12.8 million international).
2. “Captain America: The Winter Soldier,” $16 million ($16 million international).
3. “Heaven Is for Real,” $13.8 million.
4. “Rio 2,” 13.7 million ($27.5 international).
5. “Brick Mansions,” $9.6 million ($1.6 million international).
6. “Transcendence,” $4.1 million ($10.8 million international).
7. “The Quiet Ones,” $4 million ($275,000 international).
8. “Bears,” $3.6 million ($100,000 international).
9. “Divergent,” $3.6 million ($9.7 million international).
10. “A Haunted House 2,” $3.3 million ($1 million international).
Sources: Popsugar, Variety Magazine, HuffingtonPost.