TWITTER Campaign Case Study:
Product:
Sony Picture’s Zombieland, starring Woody Harrelson, directed by Ruben Fleischer.
Release Date: October 2, 2009
Assignment:
As social media outlets are proving to be a major source in creating buzz and anticipation for motion pictures, Sony wanted to create a partially in-world Twitter campaign to run four months prior to the release of Zombieland.
- Previous movie Twitter campaigns were not in-world.
- All creative considerations and content must meet approval from studio executives as well as filmmakers.
- Duration of assignment: June 12, 2009- October 2, 2009.
- Twitter site to be advertised at the end of Zombieland’s trailer as well as its movie poster.
Objective:
To generate buzz among horror/comedy target audience, males age 18-25.
Execution:
Jason Byers created the character R.C., short for Rancho Cucamonga (characters in the movie are named after the city they’re from.
- In-world Tweets written by Jason Byers and updated daily until release date.
- Sample R.C. Zombieland Tweets:
“If a z bastard actually took me down my final act of revolt would be to think a really bad thought as they’re eating my brain.”
“Here’s to Zombieland’s no late fees…on anything…ever.”
“R.C. here back on the prowl. I just looted a bottle of bubbly and some massage oil …come and get it ladies!”
“Just met a walking dead, brain-eating version of my perfect girl. Sigh.”
“I wonder if zombies think brains taste different from one another. Like do crazy people have foul tasting brains?”
Sample Zombieland Twitter Follower:
skeezerbreezer “@zombileand rocks!! somebody bring RC back to life!!l”
Result:
Quickly gained 14,000 followers, at a number/rate ratio within the top 1 percent of all movie Twitter campaigns*
Zombieland opened to #1
Skinnipopcorn.com (the industry “Buzz-meter”) named Zombieland as 7th most talked about movie of the year based on Twitter presence.
“Zombieland had an amazing amount of social media buzz going for it- the Twitter campaign…was executed well.” - Martin Schneider
Social Marketing Success Story: Zombieland
* Percentage refers to movies not based on pre-existing material (i.e. Twilight, Star Trek, etc.)