adulthood - power of social media
DESCRIPTION
TRANSCRIPT
ADULTHOOD Power of Social Media
ADULTHOOD - Power of Social Media
TARGETPrimary: Male 15 -24Secondary: Female 15 - 24 OPPORTUNITIES Follow up to KidulthoodCast and musicRelevant to youth culture
ADULTHOOD - Power of Social Media
OBJECTIVE
To create buzz and word of mouth by going direct to target audience and existing fan base with engaging messages, videos and activities.
Build a community and embrace social channels
ADULTHOOD - Power of Social Media
STAGE 1 - DURING PRODUCTION
Social media pages creation and management (Myspace, Facebook, Youtube Channel)
To start engaging with our audience from day 1 of production
ADULTHOOD - Power of Social Media
CREATE CONTENT: Team on set to produce videos for early seeding and presence.
EARLY COMPETITION: “Be an extra on the set”Using the main cast pages/ blogs - We set up a competition to be an extra on the set.
RESULT: Hundreds of submission / Early buzz
ADULTHOOD - Power of Social Media
STAGE 2 – FAN BASE DEVELOPMENT
MUSIC COMPETITION (8 Months prior to release)Send us your track for the chance to be included in the film/ soundtrack
ADULTHOOD - Power of Social Media
CAST TO SPREAD WORD OF MOUTH
MYSPACE (Kidulthood, Noel Clarke, Plan B, Adam Deacon, Bashy, etc..)
KEY INFLUENCERS IDENTIFICATION
Identify key blogs and pages (Music, Urban culture, etc..), provide them with assets, build a relationship and ask them to support the competition.
ADULTHOOD - Power of Social Media
RESULT
More than 1,000 tracks submited in 2 months80,000 visits on website/ Myspace.
1 winner had his song featured in the filmBuzz around the film
ADULTHOOD - Power of Social Media
SEEDING OF PROMO VIDEO (6 Months prior to release)
Use of the main cast to push online (Noel Clarke, Plan B, Adam Deacon, etc..) to embed on their Myspace pages + blogs and websites.
RESULT: 250,000 views in a week.
ADULTHOOD - Power of Social Media
VIDEOS
Production of 10 videos We followed the cast in the months prior to the release (Video shoot, Cast and crew screening, Jump off party, Puma signed event, regional tour, Leicester square premiere, after party, etc..)
100,000 views prior to release.
ADULTHOOD - Power of Social Media
PHASE 3 – FAN BASE ACTIVATION
ACTIVITIES (2 months prior to release)
New competition every week (Exclusive preview screening introduced by the cast, Win tickets to the premiere, After party, posters, soundtracks, etc..)
ADULTHOOD - Power of Social Media
MUSIC VIDEO (1 month prior to release)
Production of a music video for Bashy’s main song “Kidulthood to Adulthood”
300,000 views in a few weekSelected at the MOBO awardsNow more than 2 Millions views on Youtube
ADULTHOOD - Power of Social Media
MEDIA BUY – Facebook Ads
ADULTHOOD - Power of Social Media
RESULTS
Number 1 at the UK box office.
MYSPACE: 10,000 fans / 160,000 visitsFACEBOOK: 50,000 fansWEBSITE: 150,000 visits by the day of release
ADULTHOOD - Power of Social Media
PHASE 4 – DVD RELEASE
Reactivation of the audience (1 month prior to release)
- Acivities-Weekly updates-Competitions
Direct Access to a database of 60,000 fans
