Come New Year’s Eve and every television channel worth its total TRPs has an exciting marketing strategy up its sleeve. As pointed out by the folks from Star Movies, there has been a shift in viewers’ preferences, with people favouring the idea of celebrating New Year’s Eve at home with their loved ones rather than being a part of crowded parties.
In a bid to attract the home celebrators and to follow the tradition of having big Hollywood premieres every New Year’s Eve, Star Movies is all set to premiere the movie ‘The Twilight Saga: Breaking Dawn Part 1’ on December 31, 2012 in the 9PM time slot. ((Article Source))
The English movie channel has planned a 360 degree marketing campaign comprising print, on-ground as well as digital mediums, to maximise visibility across its target viewers. The channel’s Facebook and Twitter pages have been promoting the premiere quite regularly too, considering that the younger target segment is active on social networking sites.
The Star Movies Facebook page, which has nearly 1.5 million fans, has had regular updates about the movie premiere, beginning December. Most of the updates have received a massive response from the community – posts have more than 5k likes and 200+ comments on an average.
Interestingly, the channel had conducted a Facebook poll in the later part of November asking fans to vote for the best couple amongst Kristen Stewart & Robert Pattinson, Kate Winslet & Leonardo DiCaprio, Brad Pitt & Angelina Jolie and many more. The lead pair of Breaking Dawn – Kristen & Robert won the poll hands down!
The Star Movies Twitter page, with more than 10k followers, is also promoting the premiere quite actively. Interesting and personalised tweets like “We invite you to Edward & Bella’s wedding this New Year’s Eve @ 9PM. Come, be a part of a new chapter in their love story” is sure to work in their favour.
Be it for a new television series or a world television premiere, many brands are now indulging in social media promotions. This year seems to have stretched budget allocations in the digital space.