Hangover 2
Social Media Contesting and Engagement
Challenge:
Hangover 2, the sequel to Warner Bros hit comedy, Hangover, will be releasing on DVD and Blu-Ray. Warner Bros looked to Clearoute and Comedy Network to execute an engaging and unique promotional campaign across various social media channels, thereby increasing Word-of-Mouth, the fan base, and ultimately sales.
Solution:
Leveraging the existing U.S. theatrical Hangover Facebook page and its 17+ million followers, Clearoute created a Facebook tab to promote the release of the new title and engage followers to participate in the "Where's Teddy" contest. The contest had fans across Canada answer clues to find Teddy and the chance to win a trip to Thailand. In addition, an email newsletter was sent to a database of fans previously collected from past Warner Bros campaigns.
Results:
Engaging followers across various social media channels and mediums allowed Warner Bros to efficiently reach a greater audience. With over xxx participants actively engaged in the contest and an average of 45 followers liking and commenting on Facebook posts related to the contest each day, the results validate the success of the promotional campaign.
Fan Frenzy
Challenge:
With a variety of TV titles, Warner Bros required a solution to actively promote and engage fans with current and new release titles from a centralized location. Warner Bros, again, looked to Clearoute Media to envision a strategy that would benefit both the consumer and Warner Bros.
Solution:
Clearoute developed a website that would house all of Warner Bros current and new release titles, complete with unique clips, wallpapers and content. In addition, the site was supported by a series of contests promoting the titles. The site allowed consumers to view TV titles of their liking and participate in a variety of activities.
Results:
During the first two months of the campaign, opt-ins for updates to individual titles increased on average by 10000% per keyword and 500% per QR code from launch day figures. Participants entering the various contests featured on the site increased by 4000% during this period. Page visits increased by over 2500%. Overall the campaign has been tremendously successful with statistics remaining steady despite a strong PR push.
