If you only saw one movie this summer, we hope it was Inception. OK, not really ; but seeing as the level of buzz around the movie was just too great not to dig a little deeper, we thought we’d do just that…
At the first level of dreams, we found out that Warner used a multichannel marketing campaign to launch the initial Inception buzz and maintain it throughout the summer. They launched a Facebook page which not only asked for movie-goers’ reviews but also included a ‘must read’ online comic book prequel, The Cobol Job. Even earlier, they had launched the official movie site at the same time as an online video game Mind Crime. Players could unlock various hints and pieces of information about the film as they went further, creating a “drip feed” for fans.
Unfortunately we can only go back 6 months for social media monitoring data, so we decided to look at the breakdown of online buzz starting on the very first launch date – July 8, 2010 in the UK.
If we look at blogs, forums and mainstream media from July 8 to today, August 30, we can see that the buzz created via social media has paid off.