Creating fans through the integration of a movie, a cultural trend and an online community
The strategy was to increase the value of paid media by transforming paid media impressions into social media endorsements.
Banners were the front line of attack. They provided precision targeting to self-select the brand’s greatest fans. We then gave users the tools to make them leading influencers.
Typically a low engagement vehicle, banners in this case were transformed into an entry point to a game lasting until opening night.
The fan experience began with an offer they couldn’t resist.
Once engaged with, the banners provided a fluid transition for users to post their bragging rights on social media.
The ads turned consumer influencers into brand advocates, driving Facebook newsfeed impressions for the Zombieland film. 67% of engaged players shared their gameplay on Facebook.
The leaderboard of zombie kills worked locally and globally. The local version pitted you against your Facebook friends. A great way to start the ripple effect. The global version ranked yourself against the top players around the world, providing inspiration to keep on playing.
A media tactic was publicizing the websites where the banners would be running. This gave core users an inside tip for climbing the leaderboard and gaining recognition.
And of course, the media sites didn’t mind having waves of visitors sent their way.