Smokin’ Aces 2 is a straight-to-DVD film released by Universal Studios. Following in the footsteps of the well-received Smokin’ Aces, but without wanting to spend big-screen marketing money, Universal contacted AvenueSocial to develop a comprehensive social media stage from which to launch brand recognition and fan engagement.
The Challenge
Universal Studios asked AvenueSocial to develop an entire Facebook fan page package to boost branding and encourage fans talking about and sharing their enthusiasm for the movie.
AvenueSocial therefore needed to develop several branded pieces and put them together: A branded and meda-rich fan page, an engaging application that would effectively introduce visitors to the characters of the movie, and a more in-depth game that would hook fans and keep them coming back.
The Solution
AvenueSocial designed the FanPage to accommodate the Smokin’ Aces branding, including sections that link to the applications and directly to the online Universal Store for fans to order the movie.
To attract and involve casual visitors, AvenueSocial developed a quick and fun quiz game, which allows visitors to answer questions that determine which of the movie’s characters they most resemble. They are then given the option of retaking the quiz, to further explore the characters, and to post their quiz results on their own Facebook wall, thereby notifying all of their friends of their interest in the movie.
To make revisiting the fan page worthwhile for the movie’s more devoted fans, AvenueSocial provided a more involved game application, “Smoke the Target.” By using hints that are revealed with each incorrect decision, users try to find the location of their “hit.” For every successful “hit,” the users earn money – which is then compared against their friends and other users on a leaderboard. Because users can only make “hits” periodically, they are motivated to keep revisiting the fan page and the application, and to encourage their friends to join as well.
In addition to the game applications, AvenueSocial also added photos, video, and a promotional contest to the page, which are natural resources that work to interest and engage visitors while familiarizing them with the brand and product.
Facts & Figures
The Smokin’ Aces fan page already has nearly 10,000 fans, which indicates the size of the devoted fanbase; however, many visitors play Smoke the Target without becoming fans, and even more participate in the quiz application. Page views multiply exponentially as people share their game success or quiz results with friends.
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