Movie Marketing Diversity Disney and Facebook Win
& nbsp; what kind of spark will the two collide when Disney encounters Facebook? Disney has been trying to find more overlap with each other since the appointment of Facebook's COO Sandberg as an independent director at the end of December. Now, the opportunity has come, and the release of the movie Toy Story 3 provides a good opportunity for both.
with the popularity of Toy Story 3 in the United States, Disney has developed an app called ldquo;Disney Tickets Together” on Facebook, which allows users to buy movie tickets for Toy Story 3 on Facebook. This is also the first time that a film company has made such an attempt.
although Facebook won't get a share of its revenue, it hopes to increase its traffic with the new features. If Disney's attempt works well, the app will be used in more movies and may reshape the inherent model of movie ticket sales.
strong > Marketing tool / strong >
TOM received a notice while visiting Facebook on June 20 that his friend JACK had ordered a ticket for Disney's new film Toy Story 3 on Facebook and was asked if he would like to buy one to watch with JACK. TOM clicked on the link to buy tickets and found that several of his friends had answered the call of the system and made an appointment to book tickets together. So naturally, TOM became one of them and joined in buying tickets. & nbsp;
The link TOM clicked on is & ldquo;Disney Tickets Together”, a new Disney app developed on Facebook for the new film Toy Story 3, which runs relatively easily. When clicked by users, the screen displays a web page about the screening time of a nearby cinema, which is not very special except for the booking function. Although the function is relatively simple, you will find a wonderful thing about TOM from its experience. When users buy movie tickets through & ldquo;Disney Tickets Together”, their Facebook friends are immediately notified, and the app also reminds users to invite their friends to buy tickets to watch with them. Don't underestimate this interaction. Disney sold more than 80 tickets in one fell swoop. This is also the first time that a studio has tried to sell tickets on SNS, and the power of social networks has made it possible for & ldquo; group buying & rdquo; movie tickets.strong > Why did Disney set its sights on social networking site Facebook? / strong >
in fact, this is not difficult to understand: as the lifestyle and consumer needs of young consumers make the marketing environment more diverse, virtual communities such as Facebook,Twitter and SNS are increasingly becoming important channels for providing information about products and services.
Facebook, which has 500 million users around the world, records almost all consumers' online behavior. In order to connect with ldquo;, many Facebook members of rdquo;, unreservedly post online details such as what kind of food they like, which new car, when and where they break up with their boyfriend and girlfriend, these detailed records of people's identity and consumer preferences are seen by advertisers as a rich and well-positioned gold mine.
in the view of Han Guofeng, a researcher of social relationship network, the relational data in ldquo;SNS system is the core of SNS. By collating and mining these data, we can form a huge network map to describe the relationship between people. & rdquo; and use this picture as the data basis, enterprises can easily attach a variety of business applications.
in addition to a large number of targeted consumers, SNS platforms such as Facebook have another magic weapon, which can give full play to the advantages of word-of-mouth marketing and let users accept advertisements in an unforced way-the various users in mdash;— sites are connected as friends, and the effect of consumer experience and product recommendation transmitted between them is far better than that of other types of promotion.
Facebook founder Mark & middot; Zuckerberg (Mark Zuckerberg) once proudly said that advertisements in the Facebook system are definitely more relevant and faster than other online advertisements on the market & ldquo; & rdquo;. Facebook users can recommend & rdquo to their friend & ldquo; at the touch of a & ldquo;Like” button. Your favorite articles or information, if applied to new products, is tantamount to virtually increasing the exposure of potential products.
for example, some netizens kindly share the trial experience of goods on social networking sites, and after being seen by merchants, they will take advantage of consumers' word-of-mouth marketing, and finally evolve into the marketing method of asking netizens to write & ldquo; open-box text & rdquo; (in the United States, netizens can generally get 1% to 15% of the price of the product as a reward). This practice has formed a win-win model among social networking sites, users and advertisers.
According to a survey by Forrester Research, a market research firm, almost half of netizens believe that the information provided by other consumers is more valuable than the information provided by enterprises themselves. In the words of Ethan & middot; Bild (Ethan Beard), director of marketing for Facebook platform, the promotion is more similar to the experience of shopping with friends.& ldquo; We think this makes sense because, in essence, watching a movie is a social activity & rdquo;. Dan & middot; Ross (Dan Rose), vice president of Facebook cooperation and platform marketing, said. From this point of view. It makes sense for Disney & ldquo; to target & rdquo;Facebook. Prior to this, Disney has hundreds of promotional pages on Facebook, releasing all kinds of promotional information of the company to tens of millions of users.
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