The Mighty Macs Movie becomes Top Grossing Film by using New and Old Social Media Marketing Strategies
With help from the world’s largest social network, the film’s advertisers made “The Mighty Macs” the highest grossing film in its category on opening weekend by implementing the most targeted social media campaign ever done on Facebook’s new ad platform. The Mighty Macs became the #1 top grossing film in its category when it opened in theaters nationwide after the filmmakers implemented new and old social media tactics to encourage moviegoers to go watch the film.
A new spin was put on film marketing when Facebook offered advertisers the ability to target consumers based on their ‘Favorites.’ The strategy is simple: target an audience based on the ‘Favorite films’ posted on their Facebook page, then deliver a compelling message that informs them that there is a new film that is just like their favorite movie.
Here is how it worked: Facebook users who covet inspirational sports films based on true stories, like the ever-popular movies Rudy and Hoosiers, and have posted these movies as “Favorites” on their Facebook page, are the target audience. After determining these targets, marketers can filter them based on demographics. The filmmakers then produced a video to send to the consumers to motivate them to come to the box office on opening weekend. As fate would dictate, Rudy Ruettiger, the real-life “Rudy” who inspired the film about his life, saw and loved The Mighty Macs, and volunteered to promote it, saying, “The Mighty Macs is the Rudy of this generation.”
The filmmakers utilized an interview with Ruettiger, in which he praised the film, saying, “If you liked Hoosiers and Rudy, you will love The Mighty Macs.” With Ruettiger’s permission, the short video clip was distributed by Facebook to Facebook users who had chosen Rudy as one of their favorite movies. In short, consumers who love Rudy received a video from Ruettiger encouraging them to go see The Mighty Macs, and to “Share” the clip with their Facebook friends. With the average Facebook user having 180 friends, the viral power of a user clicking “Like-Share-Comment,” now more than ever, creates the potential for videos to spiral into global Internet sensations.
With Facebook enabling Ruettiger to tell Rudy lovers who live close to hosting theaters to go see The Mighty Macs, the strategy lends for the most targeted film marketing campaign in history. What is also unique is the filmmakers only pay when users click on the video initially, and not for impressions of the video or when users share with friends.
In a more traditional approach, executive producer Sean Wolfington and his marketing company, Tier10Marketing.com, hosted successful premieres across the country. Four premieres were hosted in the four days leading up to opening night, in four of the country’s largest markets – Washington DC, New York City, Los Angeles and Miami.
The premieres included appearances from the cast and crew of the film, along with celebrity guests, journalists, and business leaders. The final premiere in Miami was hosted by Cesar Conde, President of Univision, and his wife, Pamela Silva-Conde, a journalist and news anchor, and was followed by an exclusive VIP after party at the renowned Soho House in Miami Beach.
In a less traditional approach, a group of automotive retailers sponsored the star-studded premieres, inviting many of their customers and employees in an effort to reward them with an exclusive experience. The participating retailers include the New York Acura Association in New York, Celebrity Honda of Downtown Los Angeles, and Brickell Motors in Miami.
The unique combination of new and older forms of social media marketing helped the film before the #1 top grossing limited release film and #12 overall amongst films released in 3,000+ theaters with giant marketing budgets that dwarf the smaller films released.
About The Mighty Macs:
The Mighty Macs is based on the incredible true story of the 1971-72 Immaculata College team that started in obscurity but became the original Cinderella story in women’s basketball when a national champion will be crowned for the first time in women’s basketball. This newly founded team of pioneers went from barely making that inaugural tournament to the first dynasty in their game. And Cathy Rush, the woman that changed the game for the better, became immortalized when she was inducted into the Naismith Memorial Basketball Hall of Fame last year.
The Mighty Macs stars Carla Gugino as Cathy Rush; David Boreanaz as her husband, NBA referee Ed Rush; Marley Shelton as Sister Sunday; and Academy Award and Tony Award winner Ellen Burstyn as Mother St. John. The Mighty Macs opened in theaters on October 21st and was released in 1,000 theaters through Sony Pictures.
Tim Chambers wrote, produced and directed, with executive producers Vince Curran, John Chambers, Thomas Carl, Bud S. Smith, Pat Croce and Sean Wolfington, who also owns Tier10Marketing.com, the company that architected this new social media marketing strategy for films.
Ruettiger praising The Mighty Macs:
Other related links are listed below:
Cesar Conde (President of Univision), Pamela Conde (Spanish-Language TV Star), Cathy Rush (former Head Women’s Coach of Basketball at Immaculata), Ana Wolfington and Sean Wolfington (Financier and Producer)
Cesar Conde (President of Univision)
Sean Wolfington (Financier and Producer), Ana Wolfington, Pamela Conde and Cesar Conde (President of Univision)
Film Trailer: http://www.youtube.com/watch?v=Y_VXhJCetwc
Film Website: http://www.themightymacs.com
Film Press Release: http://www.themightymacs.com/pressroom/pressmaterials
Marketing Company: http://www.tier10marketing.com