The movie, which premieres in Singapore at the end of the month, follows two high-school nerds in a sophomoric quest to lose their virginity before college. The film was produced by Judd Apatow of 40 Year Old Virgin fame.
Qais Consulting used forums and social networking sites to fuel buzz and peer discussions about the movie. On Facebook, it created a Superbad group, inviting users to the film’s launch party.
Qais Consulting used forums and social networking sites to fuel buzz and peer discussions about the movie. On Facebook, it created a Superbad group, inviting users to the film’s launch party.
Qais also launched are-yousuperbad.com.sg, which includes video clips from the movie and hundreds of comic drawings of the male genitalia. According to Qais’ figures, the site saw over 3,500 views of the clips within the first week of launching.
“Social media marketing is all about word-of-mouth,” said Mark Newton, VP of digital media, Qais Consulting. “This is not about an advertiser setting up pages to push marketing messages to people, but rather placing compelling content on relevant social networking sites, and allowing them to forward it to their friends. When referrals come from friends, it becomes a much stronger message.”
In Singapore, social networking campaigns are common in movie campaigns. Animax Asia and Buena Vista International usually create profile pages on Friendster - most recently for Ratatouille.
