Flicks' Advertising Picks: How Domain Names, Social Media And Creative Partnerships Drive Audiences to Summer Blockbusters

Every summer, as temperatures heat up, so does the competition to attract would-be moviegoers. A recent study of summer blockbusters by FairWinds Partners suggests that innovative marketing partnerships and the use of engaging campaigns across domain names and social media platforms attracts audiences.

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“The new tool kit for movie promotion relies heavily on domain names and on social media usernames," said Josh Bourne, Managing Partner of FairWinds. "Soon there will even more domain names to chose from in new top-level extensions like .MOVIE.”

Washington, D.C. (PRWEB) August 30, 2013

According to a new report by the consulting firm FairWinds Partners, implementing the right communications tools can translate into ticket purchases and brand loyalty – at the box office and online.

The analysis of 12 blockbusters from the U.S. News and World Report 2013 Summer Blockbuster Movie Guide revealed that the majority of production companies used the domain name structure "TitleMovie.com". However, 17 percent used catchier domain names such as ItsBetterUpHere.com (Elysium) and PutOnTheMask.com (The Lone Ranger). More than half - 58 percent - of the blockbusters advertised social media handles in addition to a movie-specific website in their trailers – reflecting the increasing popularity of social media networks, pinboards, and websites.

“The new tool kit for movie promotion relies heavily on domain names and on social media usernames," said Josh Bourne, Managing Partner of FairWinds. "Soon there will even more domain names to chose from in new top-level extensions like .MOVIE.”

The study expands on the innovative marketing of The Great Gatsby, which, through a partnership with Tiffany's, created enchanting campaigns across social media platforms. The full study is available for download here.


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