Daemon Digital, part of Daemon Group, has won a competitive pitch to help promote the Warner Home Video Blu-ray, DVD and On Demand release of the hit film, The Hangover. The campaign, which has been launched during the lead up to the film’s release date on 25 November, will employ a highly targeted social media strategy to encourage the target audiences to interact with the film and its characters and reignite interest in the home release of one of the year’s most popular comedies.
The consumer competition to win an all expenses paid trip to Las Vegas on 9-14 December will be the centrepiece of the campaign; however the team at Daemon Digital recommended a supporting strategy which would not only drive a high quantity of numbers to enter the competition but also incite entrants to engage with the storyline of the film and therefore provoke conversations with the brand.
Entrants to the competition are invited to upload their funniest party photo – in creative costumes, striking poses and pulling faces that could only be captured in a split second; essentially doing things that make others laugh out loud. The prize includes return flights for two people to Las Vegas, four nights accommodation at Caesar’s Palace and entry into the official launch and after party for The Hangover.
The photos will be managed through a dedicated page on Facebook until 24 November. Each day one entrant will be chosen based on the content and quality of their pictures and entered into the finalists draw. The final winner will be announced on 25 November, the same date as the movie is released on Blu-ray, DVD and On Demand in Australia. During the same time period there will also be other competitions running with entrants given the chance to win additional prizes.
The Daemon Digital team will be led by Mandi Bateson, Digital Planning Director. Commenting on the contract win, Mandi says: “With a film as popular as The Hangover, and such a fantastic prize on offer, we’re expecting the number of competition entries to be high. As the brand has had limited experience in the social media space previously, it’s an exciting opportunity and should prove an important yardstick for future digital campaigns. Ultimately however, the success of this campaign will be judged on its ability to establish valuable long-term relationships with the target audiences.”
The specific tactics of the campaign involve seeding inviting content through social media networks such as Twitter and Facebook news feeds, as well as creating a dedicated Facebook page with backgrounds and avatars in the style of the film and its characters. The campaign results will be judged using traditional traffic based statistics together with an evaluation of the quality of conversations and interactions generated.
People can enter the competition by visiting: www.facebook.com/hangovermovie
Ends.