Before we started our Kickstarter marketing services, we were exclusively a social media marketing company. After new owners re-branded Hollywood’s world famous Chinese Theatres (dropping, “Grauman’s,” from the title), they wisely decided to elevate the brand’s social media marketing presence. This is Los Angeles, after all, with tremendous competition for tourist patronage on Hollywood Boulevard. The new owners didn’t want to be left behind in the ‘digital marketing arms race’.
During the Summer of 2011, Chinese Theatres’ web design company wanted to implement social media marketing to promote their venue during the premiere weekend of Harry Potter and the Deathly Hallows Pt. 2. Because they were an established brand, we used the online community they already had and engaged with them regularly with posts about upcoming events at Chinese Theatres and special offers and incentives to help drive ticket sales.
We also went beyond Facebook and Twitter for Chinese Theatres and talked to groups on MeetUp.com to personally invite relevant groups out to Chinese Theatres events. Using geo-location, we were also able to target people that were near Chinese Theatres, and talk to them at that moment, inviting them to shows and offering free popcorn!
After a very successful box office weekend for Chinese Theatres with Harry Potter, we went on to promote their other Summer movies including Apollo 11, The Smurfs, and Final Destination 5. We also monitored the live-streaming red carpet Final Destination 5 premiere, pulling Twitter and Facebook followers to the UStream video/chatroom. In addition to using Facebook, Twitter and Meetup.com, we also incorporated Foursquare into our campaigns to increase ticket sales. Aside from managing Chinese Theatres’ social campaigns, we worked with Facebook to merge a non-official Chinese Theatres page with our official Chinese Theatres page, more than doubling the Facebook Page check-ins.
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