Warner Bros. Promo, Case study BATTLING OVER BOYS by Kega, MEC Amsterdam

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Industry Records & Cinema Production
Media Promo & PR, Case study
Market Netherlands
Agency Kega
Agency MEC Amsterdam
Released March 2010

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: DVD RELEASE - NEW MOON
Date of First Appearance: Mar 22 2010
Entrant Company: MEC , Amsterdam, THE NETHERLANDS
Entry URL: http://www.twilightbystepheniemeyer.hyves.nl/
Communications Planner: Josephine Rietveld (MEC)
Senior Product Manager: Nicolet Annema (Warner Home Entertainment)
Creative Strategy: Dirk van Eunen (Kega)
Online Art-Director: Matthijs Kleverlaan (Kega)
Interaction Design: Tim Honders (Kega)
Account Manager: Wendy Meeuwenoord (Kega)
Account Executive: Kim van den Berg (Kega)
Owner Twilight Hyves-page: Lotte Hoorweg
Media placement: Online page: Branded Hyves - Hyves - 22 March 2010
Media placement: Online: Rectangle - Hyves - 22 March 2010
Media placement: Online: Profile button - Hyves - 24 March 2010
Media placement: Online: Posts ("krabbels”) - Hyves - 22 March 2010
Media placement: Online: Home page advertorial - Hyves - 6 April 2010
Media placement: Online: E-mail marketing - 20.000 receivers - 22 March 2010
Media placement: Blogs: seeding - Women blogs - 23 March 2010
Media placement: Blogs: advertorials - Women blogs - 24 March 2010
Media placement: Mobile: Text messages - 32.388 x 2 text messages - 22 March 2010

Insights, Strategy & the Idea
Everyone remembers their first high school crush! So we can easily relate to this important period in the life of teenage girls. All they talk about is boys, especially online.

Warner Home Entertainment wanted to boost the launch of the DVD New Moon, a high school love story. The main characters of the film are the extremely handsome Edward and Jacob and the girl that has to choose between them.

We created an engaging social media campaign that triggered 21,000 girls to share with their friends who of the two boys they fancied the most and stimulate their friends to do the same.

Creative Execution
We used an already existing Hyves*-platform and build it into a social community. To grow the fan base we activated the members in a relevant way and engaged them to recruit friends.

Central question of the activation: “Who do you choose? Edward or Jacob? Pimp your Hyves page and visualize your choice.” This call-to-action also stated the score: who is the most popular guy (so who has the most pimps).

This way we fuelled the battle of who of the main characters was the cutest, most handsome and sexy and were friends called to also pimp their own Hyves page.

We further boosted the campaign with mobile advertising “Whose side are you on?” mailings within Hyves and blog seeding.

*Hyves = largest Dutch social media website

Results and Effectiveness
Total sales results: +41% (versus benchmark)
Number of pimps: 21.076 pimps
Total pimped profiles viewed: 1.718.155
The action (pimp) page visited over 135.000 times

And: Edward won the battle!