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Warner Brothers Home EntertainmentBatman: Gotham Knight
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The objectives.
Promote presales orders of this movie release
Drive traffic to the ecommerce site
Increase awareness and visibility
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The Widget
The more installed widgets, thebrighter the BatSignal
Exclusive movie trailers andproduction stills
Instantly updatable with newcontent and marketing messages
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The Microsite
Prominently features thewidget
Serves as central link toall other social presences:MySpace, Facebook
Provides unique content
Enables purchase
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The Social Presence
Serves as focal point forfans on MySpace and
FacebookShows and promotes thewidget and content
Links back to official
microsite
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Seeding Setup
Builds and activates aninuencer and fanbase
Identify key inuencersites for outreach
Find potential fans usingpowerful search tools and
friend them
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Seed Inuencers
Reach out to specichightraffic sites that talk
about Batman, comicbooks, superheroes
Inform them about whatwe are doing
Place widget on theseinuencer sites
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Watch smaller sites follow the inuencers . . .
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Watch MySpace, Facebook, and other friends pile on . . .
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Social Results
The Widget984,768 page views200,319 unique visitors
2,231 unique widget placements31 sec average interaction time
MySpace Page245,391 video plays13,263 friends
Facebook Page4,696 friends
The Microsite793,711 page views167,924 unique visitors
2:48 average time on site
Conventional Results
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And It Gets Better . . .
Those numbers were just before themovie launch (6 weeks). Now:
2.1 million+ page views900K+ unique visitors6500+ unique widget placements
Bottom line:Social campaigns keep delivering, even
after the campaign period ends All results are trackable fromone dashboard
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Compare to Conventional Online Media
1 MM page views costs:
Google AdWords $500K$2MM *
Online ad network buy $1.2MM**Targeted online ads $1MM***
And what was the cost for this campaign? Less than $100k.
*Assumes $0.50$2.00 average clickthrough rate**Assumes $1.20 CPM and typical 0.1% clickthroughs*** Assumes $20 CPM and excellent 2% clickthroughs
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