Warner Brothers' has taken a different strategy when it comes to marketing their latest superhero film, Wonder Woman, which was released last week. Unsurprisingly (why else would I be posting about this?) their strategy was largely focused on digital marketing, as opposed to the traditional methods of merchandising and partnerships.
Their strategy thus far must be looked upon as a success, as the film took in over 100 million at the box office in its first weekend. Although I'm sure much of it has to do with the familiar name and comic book ties, (I've also heard it's good), some credit must be given to the digital marketing strategy. There are three main ways in which I believe they were most successful and were able to appeal to the most people, and they all involve social media. WB was able to appeal to the masses on Facebook by becoming one of the first to buy into their camera mask feature. Not stopping there, they also created several Snapchat filters to appeal to those who continue to use that platform to send their friends comedic pictures. Finally, lead actress Gal Gadot has taken to Twitter and Instagram sharing behind the scenes footage, and of course, photos and videos her using the available filters.
This shift to a digital, and mostly social based, marketing strategy will only become stronger over time as more and more studios and starts reap the benefits of their ability to take advantage of these platforms. I believe the ability to appeal the the masses and potentially tap into new audiences who may not have had an interest initially, is unparalleled with this type of marketing strategy.
http://www.thedrum.com/news/2017/06/01/wondering-where-wonder-womans-marketing-outlining-nuanced-campaign-warner-bros
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