The campaign to promote Angus, Thongs and Perfect Snogging was a master-class in digital marketing.
Dan Light, head of interactive at PPC, explains how the main character made 20,000 Bebo friends.
Angus, Thongs and Perfect Snogging premiered in cinemas across the UK in July 2008. Based on the best-selling series of books by Louise Rennison, Angus, Thongs and Perfect Snogging tells the story of Georgia Nicolson, a 14-year-old girl frustrated by parents that don’t understand her, and the fact that she hasn’t got blonde hair or a smaller nose.
The movie follows Georgia’s rocky journey to achieve her two major goals: finding a sex-god for a boyfriend and throwing a fabulous 15th birthday party. The film is Bridget Jones for teenagers.
Directed by Gurinder Chadha, director of Bend it Like Beckham and Bride & Prejudice, the story is her very British take on American high school movies like Clueless and Mean Girls.
Paramount Pictures International approached PPC Interactive - part of the Picture Production Company Group (PPC) - almost a year before the film was released.
They wanted us to build long-lead awareness and anticipation for the film, primarily amongst girls aged 10–14, as well as family audiences and regular moviegoers.
How we achieved it
We recognised that it wasn’t enough to focus on online advertising and a microsite during the weeks leading up to the film. We felt that Web 2.0 gave us an opportunity to start raising awareness of the film at a far earlier stage.
To start with, we wanted to drive conversation and create a community around the film well in advance to attract a web-fluent core target audience. We then expanded this to a more traditional advertising method closer to the release date to ensure a more mainstream audience.
The centrepiece of the campaign was a Bebo profile for Georgia. Users could become friends with Georgia and get to know her and the other characters long before the film was released.
As the film was still in production, we had the opportunity to film and produce original content and behind the scenes footage. We scripted, produced, filmed on-set and edited 21 original webisodes.
These were launched weekly in the run up to the film’s release through the Bebo profile, and were also pushed through the widget.
The profile included regular blog posts, a synopsis of the film, the trailer, a gallery of pictures, as well as interactive elements such as being able to download fan kit banners and email signatures.
The main site also had access to an interactive corkboard accessed through a link to ‘Georgia’s room’ with pictures and flyers relating to the film.
Fans could write messages to their best mates, email them the link, upload photos or enter a competition by uploading a video of themselves and their very own ‘Ace Gang’ (Georgia’s best friends in the film).
There were also links to a widget, a Stiff Dylans MySpace page (a band created specifically to star in the film) a UGC competition and a fast-burn viral application.
This was one of PPC’s most successful campaigns for Paramount Pictures International. The use of social media ensured interaction with the film’s target audience on a personal level, and the overall campaign produced massive exposure for the movie.
To put this in perspective, the Bebo profile was visited by 199,633 people. By the time the film was released Georgia had 20,915 friends. The most popular webisode achieved 8.9 million displays and the widget received 592,670 impressions.
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