case study: The girl with the dragon tattoo

http://www.bfi.org.uk/sites/bfi.org.uk/files/downloads/uk-film-council-digital-innovation-case-study-the-girl-with-the-dragon-tattoo.pdf 

The film 'The girl with the dragon tattoo' was the first of a trilogy of films which were all based on the books of the author Stieg Larson. Recognizing the potential of the film's massive fan base, the films distributor (momentum pictures) chose to use their digital innovation award on a campaign that would focus on finding and targeting these readers.

They wanted to promote this film mainly through social media and on the internet, for example they had a following of fans that had already read the book, so they promoted it through Facebook groups and websites etc. 

The target age group is women over 20 years of age. Therefore they made sure that they were looking at the digital environment of where that age group was the most comfortable. In addition as well as the campaign being a good way to target age groups like this, the digital way of doing it can also allow the audience to feel more engaged in the book/film. For example, the main character called 'Salander' is a hacker who operates primarily in the internet and the digital space. This relates to the promotion as they are both on the digital space. 

Before the release of the film, the film had adverts on Google, Facebook and Amazon, mostly aimed at those who had already purchased the book, or those who were searching for related items. They were also recruiting Facebook fans by this point. Furthermore, the trailer for the film was released on Yahoo!, this achieved around 70,000 trailer views and the google searches were rising rapidly. They also released an interactive video on their website, the video allowed you to hover over characters and highlighted words and by clicking on therm it would reveal hidden content that you could only find on the website. To get fans to visit this site, they had made it so that the fans on Facebook could enter into poster giveaways, and links to the interactive website were included in normal Facebook posts.

Momentum found that the fan activity that they hoped for did not generate much interest which was a surprise to them. They thought the fans would share with friends and would pay for a pre-release screening, however they found that the fans  did not do this and that it was too much effort for them to do. Momentum also realized that they needed to think of a better way of communicating with fans through Facebook. 

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