Category Archives: Social Media

The Vow & Mammoth Harness Social Media To Hit #1

Sony Pictures’ The Vow lead the box office this past weekend with a $41.2 million opening. Two days later, it took in another $11.6 million on Valentine’s Day. The Los Angeles Times [link] has attributed much of the film’s marketing success to a highly effective social media campaign.

Sony Pictures tapped Mammoth to copywrite social editorial content, manage fan communities, and support studio initiatives like Channing Tatum’s “Sweet Nothings” video series. We’re proud to have worked with Sony on this campaign, and would like to share five secrets to our shared social media success.

1. Establishing A Voice

96% of The Vow’s Facebook & Twitter communities are female, with females aged 13-24 comprising 71% of Facebook Likes. Because young females are among the savviest social media users, establishing an authentic voice was imperative.

We were forward in asking fans to “LIKE” and “SHARE” our content if they felt a personal connection with it. We used emoticons (<3) and digital acronyms like “OMG” and “LOL” in official posts. And lastly, we played up the obvious selling points – Channing Tatum and Rachel McAdams.

2. Escalating Engagement

By gradually escalating post frequency over a four month campaign, we were able to engage early adaptors, prevent long-term saturation, generate organic growth, and conserve valuable content for the home-stretch.

We began in November with 3 posts per week, mostly stills and conversation starters of our own devising. By February, we had increased to three daily posts, spreading Facebook real estate over original content, press breaks, exclusive media, and calls-to-action. As a result, 41% of Facebook growth during release week was attributed to the viral spread of page content.

On Twitter, we tweeted 15-20 times per day during release week, with the ensuing buzz establishing The Vow as frequent trending topic. On release day, The Vow was a trending topic nationally, as well as in 31 individual US markets.

3. Activating Evangelizers

We were active in asking fans to “LIKE,” “SHARE,” and “RETWEET” content that they felt a personal connection with. On Facebook, 7 out of the 10 most “liked” posts included a call-to-action. Similarly 60% of the most “shared” posts asked fans to do so.

On Twitter, we similarly sought help from fans, and it paid dividends. In posts where we asked fans to make The Vow a trending topic, we saw 1,635 total retweets, with an average of 182 retweets per post.

4. Real-Time Analysis

For The Vow, we crunched the data of individual posts & tactics to discover the keys to maximizing engagement. For instance, we determined that the best engagement rates for this campaign occurred just after 3:30 pm EST, so we scheduled the highest-value content to be executed around that time.

On Twitter, we monitored real-time user sentiment about The Vow to predict what film content was about to go viral, and when. This proved crucial, as it helped us strategically apply resources based on our fans’ behavior.

5. Sister Community Outreach

Channing Tatum provided an opportunity to connect The Vow with some established & passionate fan communities, most notably the 5.5 million Facebook fans of Sony’s Dear John. Collaborating with the studio’s internal marketing team, we devised a social editorial strategy that posted & framed The Vow content on the Dear John Facebook wall in a natural, organic way.

By offering up the film as a relevant interest, instead of unsolicited spam, we effectively drew those fans into The Vow conversation, expanded the community, and increased our viral reach.

Posted in Social Media | Leave a comment

Foursquare and Seven Years Ago

In the last election, the Obama administration used social media to great success and like no presidential campaign had before. And throughout its administration, it has continued to use social media to communicate well with constituents.

However despite this high level of social media adoption, the president had not, until now, joined Foursquare. But as of yesterday, the president will alert a quickly amassed 21922 followers where he is via ‘tips.’ In addition to subscribing to the president’s ‘tips,’ users can check in at presidential events, such as speeches or town hall meetings. Seems smart to me.

That said, I wonder if the president is feeling some chagrin. He is neither mayor of The White House, nor The Oval Office. Does this bring up succession issues?

For the record Chris C of Boulder, CO (?!) is mayor of The Oval Office with only 40 check-ins. Point of Order: Mr. President, you need to get on that.

Posted in Social Media | Leave a comment

Google Launches Social, Image Advertising in Gmail

Here at Mammoth we do a lot with Facebook ads. Those unassuming, highly-targeted little buggers are a central part of any social media strategy. And yesterday, according to my Gmail, Google has followed in their revenue-rich footsteps.

Next to an email from my cousin appeared this ad, where Gmail’s text ads used to be alone.

Click on it and the ad opens in your email with options to “Dismiss,” “Forward,” or “Save to Inbox.”

The benefits of this are obvious. While I might not be interested in One Day, proposition me with I don’t know — the next Lore Segal novel or Myth of the American Sleepover, which I do have plans to read or watch, and I might just pass it along.

On a side note, Google sure knows me. Eek. I read in the FT that they’re testing this ad on a limited number of users. Lo and behold, I receive one, book gobbler and early adopter that I am.

These ad units are clean, attractive and noticeable without being obtrusive. In fact, they’re even a bit nicer than Google’s text ads, which always seemed like unwelcome word scrapple to me. In short, they make perfect sense. What took them so long?

Posted in Social Media | 1 Comment

Google+

I received a Google+ invite on June 29th 2011, aka Launch Day, or the day on which Google rather brilliantly used restricted supply to drive the release of their much buzzed about social media platform. Not only does the platform organize all social communications easily within Google, but it also builds a comprehensive personal and behavioral database that can be sold to anyone who wants it. (Note: Facebook is more or less doing the very same thing.)

Much has been made of this battle of the behemoths, Google v. Facebook. (I’m sure we all recall the backfire when Facebook hired a PR firm to discredit Google on the basis of their privacy policies?) It’s a war for ad dollars, people. Google is armed with search. Facebook with social.

It’s all very dramatic isn’t it? …A sort of neither-can-live-while-the-other-survives scenario.
Facebook killed MySpace.
MySpace killed Friendster.
But Google v. Facebook is a different story. Both have billions of dollars, some of the top tech talent in the world, and established, overlapping audiences.

So who will win?

Well, we’re now two weeks into Google+, and it appears like the service may be in for an uphill battle. Only twenty or so status updates have been posted from my circles, mostly from the same people. It’s true that Google+ has the advantage of accounts centralization and the neat Circles feature, but Facebook has my habits, my friends and 403 of my photos over the past four years. Over the weekend, I thought on uploading a photo from my iPhone to Google+– just as I do with Facebook. Not just yet, it seems.

Also, the do-it-all model makes some people uncomfortable because, frankly, that’s a lot of trust to instill in Google. There is certainly a counter-argument for centralization, but there are advantages to using different brands and services. In a nutshell: can Google really do it all, and do it all really well?

Still, I’m not placing any bets just yet. It’s possible that Google will build a better product that will gain steam as the service expands. In fact, it’s more than possible. Like many people, I’m already logged into the Google platform every day, both in the office and at home.

For the time being though, Mark Zuckerberg seems to hold the cards– or at least all the friends.

Posted in Social Media | Leave a comment

Mammoth’s Favorite Projects of ’10 (Part 1)

2010 was a great year for Mammoth. We’re so fortunate to have had the opportunity to work on so many great films, TV shows and books! Looking back, we can honestly say we’re very proud of the work we did across every one of our verticals, including print, web creative, banners, digital PR and social media.

From now until the new year, we will share some of our favorite campaigns with you along with some highlights of what made them so successful. Drum roll please…

Project: THE HUMAN CENTIPEDE


Client: IFC Films
Verticals: Digital PR and Social Media
Highlights: In order to make the film feel fresh and subversive while courting mainstream acceptance, we created a Horror Site Screening Tour. Mammoth worked with 7 prominent horror and fanboy sites to coordinate linked regional sponsored screenings in 14 cities on the day of release. The tour was a tremendous success, garnering packed houses and positive buzz. We heightened awareness for the film by creating an engaging Facebook page with a striking custom poster for the screening tour, along with information about show times and on demand schedules. Human Centipede has been IFC’s most successful Video On Demand to date, and is one of the studio’s biggest hits of all time.

Project: LET ME IN

Client: Overture Films
Verticals: Digital PR and Social Media
Highlights: To shift 
the conversation from backlash against an “unnecessary” remake and transform it to anticipation and optimism, we built out the official Facebook destination with captivating conversation starters. Our management and organic outreach helped gain over 140,000 likes, and together with our PR, completely altered the dialogue. To create a more in-depth experience, we built several custom Facebook tabs, including one that displayed a visually stunning countdown clock.

Project: THE MAGNIFICENT 12


Client: HarperCollins
Verticals: Website and Digital PR
Highlights: To allow tweens to fully immerse themselves in the world of the book, we built a site featuring an avatar creator that allows users to customize every aspect 
of their appearance. The avatars are then used to play games 
related to the book’s characters and locations. A visually stunning 3D leader board displays the 
avatars with the most points and allows users to view 
each others’ profiles. To create awareness for the book and site, our digital PR team placed exclusives with Yahoo! Kids and Kids World. We also worked to secure reviews and giveaways on over 40 sites.

Also posted in Creative, Digital PR | Leave a comment

Facebook Promotions Are Back

In recent days, Facebook sales reps have been contacting media buyers about impending updates to Facebook’s promotional guidelines. Previous to the announcement, marketers had to obtain Facebook’s express written approval to use any part of the social platform in contests & sweepstakes. As a condition for approval, Facebook also required a minimum media spend to support the promotion. With the coming changes, these two stipulations will no longer apply.

Facebook’s old guidelines effectively eliminated promotional opportunities for smaller campaigns, as the required media spend wasn’t feasible within a limited budget. As an alternative, Mammoth often recommended Twitter as a hosting platform. While Twitter is a more than serviceable tool for this purpose, it doesn’t boast the same traffic–or development opportunities–as Facebook. The news that Facebook is now providing a free and instantaneous platform to host contests & giveaways might not change much for top-tier campaigns, but it is an absolute boon for more modest ones.

Posted in Social Media | Leave a comment

EAT PRAY LOVE: CUSTOM TAB

In the Columbia/Sony Pictures Home film Eat Pray Love, Julia Roberts’ character Liz Gilbert embarks on a globe-trotting journey of self-discovery. While in Rome, a local acquaintance tells Liz that every person has one word that embodies their personal philosophy.  After careful consideration, Liz selects the Sanskrit word antevasin, which translates to “one who lives at the border,” as hers.

To promote the Blu-ray & DVD release of Eat Pray Love, Mammoth had to conceive a strategy worthy of a film with a message that is nearly sacred to its ardent fan base.  We believe we have met this challenge with an original Facebook application called Word Cloud.  This app, which lives on a custom Facebook tab, invites users to enter the word that best describes their philosophy.  When a word is submitted, users are invited to share it on Facebook and Twitter, and are then shown their word inserted on highlighted tile within the cloud grid. Users are allowed to submit and share as many words as they like, and can click on previously submitted words to see how many other users chose them as their own.

With this app, we are utilizing a set of complex data and displaying it with fluid elegance. The design aggregates, selects, and displays thousands of individual words in a whimsical, unpredictable way. The functionality connects with the spirit of the film so well, that Sony Pictures Home has made Word Cloud a cornerstone of their marketing campaign, supporting it with both paid media and internal promotion.

Also posted in Creative | Leave a comment

SPAM, SPAM, SPAM, SPAM


As Facebook page administrators may have noticed, Facebook has installed a new spam auto-protection on fan page walls. When a fan posts a message on a page’s wall that includes an external link, Facebook automatically filters it into the wall’s spam tab. This new tab is only visible to admins. The purpose of the tab is to allow suspicious posts to be reviewed, and either cleared to make publicly visible on the fan wall, or deleted forever. This new feature is a huge convenience to page administrators, who previously had to manually patrol pages to keep their fans’ Facebook experience fun and safe.

But like any good plague, spammers mutate to fit their environment. Instead of posting directly to page walls, they have begun to sneak in their messaging as comments on posts made by the page, or made by fans of the page. Once again, admins must revert to patrolling their pages for unwanted and dangerous links. At Mammoth, we always monitor our pages to ensure that fans are seeing only what they want to see, and clicking safe and relevant links.

Posted in Social Media | Leave a comment