twitter for business-how paramount pictures used effectively twitter to promote paranormal activity
DESCRIPTION
In the era of social media,the ability to use the advantages of Twitter and make them work for your business is the key of your success.The case study of Paramount Pictures and their brilliant strategy on promoting Paranormal Activity show us that if you can make a right use of social media ,you can get not only the profits you never dreamed of,but also the recognition and the engagement with your business.Paranormal Activity's campaign on twitter should become an inspiration of how your business should go viral and accomplish the goals by providing genuine value ,engaging a community and letting her do the work for you.TRANSCRIPT
PANTEION UNIVERSITY
Marketing and public relations lab
Social Media and Entepreneurship
How
effectively usedfor
promoting
«Paranormal Activity»
is a relatively new social media, with rapid development.
So, it’s logical the movie industry to use it in order to promote new movies.
Pictures is one of the most
successful movie companies.
incorporates
AND
for the promotion of its movies
Why Paranormal Activity?
Given the fact that the movie was low-budget, a campaign in social
media was the only solution.
Albeit the movie had an initial budget of $15.000 ,in Box Office made $107.000.000!
It’s the first movie that used viral campaign and the audience decided its screening.
Notification of the film by the method «word of mouth» (costless)
GoalsGoals
«Raising curiosity» with regards to the film.
Creating «buzzing»
Increase in demand
Tweeting about P.A. demand and experience
Tweeting about P.A. reviews & posting links to reviews by experts, videos, websites and blogs
Leading to a P.A. conversation
Ample P.A. tweets and conversation -> trending topic(the longest TT on twitter for any of Paramount’s films)
Raising curiosity among Tweeters who haven’t heard about P.A.
Led to box office success($107 million)
Results?
Tweeting about P.A. demand and experience Tweeting about P.A. reviews & posting links to reviews
by experts, videos, websites and blogs Leading to a P.A. conversation Ample P.A. tweets and conversation -> trending
topic(the longest TT on twitter for any of Paramount’s films)
Raising curiosity among Tweeters who haven’t heard about P.A.
Led to box office success($107 million)
Where all that lead?
«Everyone wants to know how to trend on twitter. Well, you have to be strategic about when you’re releasing content» Amy Powell
What’s the Tone?
Late night tweetingThe tone of posts depended solely on the users of twitter, as Paramount didn’t raise promotional tweets.
A Greek movie production company.
“Argonauts Productions Inc”
Use of Twitter for the production of its movies.
Tweeting about new movies
Raising curiosity
Contests through Twitter
Publishing reviews and comments on TwitterIcon “share on Twitter” at the end of trailers
Info Sources:
http://en.wikipedia.org
http://econsultancy.com/uk/blog/6047-case-study-paranormal-activity-takes-over-twitter
http://www.slideshare.net/soravjain/paranormal-activity-social-media-success-case-study
http://www.youtube.com/watch?v=qyCz4FAvmko&feature=youtube_gdata_player
Ιζμπιστσιούκ Ντορίνα @DorinaIzbisciuc
Μαυρουδή Ελευθερία @eliaki_mΞυπόλιτος Νίκος
@nikosxypolitosΣτολάκη Ντιάνα Μαρία
@mariastolΤσέλιος Νίκος @nikostselios
4Sight
Professors
Γιαννακέας Γιώργος
Δοξαράς Ιωάννης
Νεκτάριος Συλιγαρδάκης
Λήδα Τσενέ- συντονίστρια
Μπέτυ Τσαγκαρέστου: υπεύθυνη εργαστηρίου
