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									                                                                                                 Advertising Case Study

     20th Century Fox                                                    Facebook Executive Summary

     Company Background                                                  Client:

     Twentieth Century Fox is a division of Fox Filmed
     Entertainment, one of the world’s largest producers
     and distributors of motion pictures. The studio’s
     Oliver Stone film, Wall Street – Money Never Sleeps,
     was the follow-up to the 1987 sensation Wall Street.
     Michael Douglas returns to his Oscar®-winning
     role as one of the screen’s most notorious villains,
     Gordon Gekko. Emerging from a lengthy prison
     stint, Gekko finds himself on the outside of a world      
     he once dominated. Looking to repair his damaged                    officialwallstreetmoneyneversleeps
     relationship with his daughter Winnie, Gekko forms
     an alliance with her fiancé Jacob (Shia LaBeouf).  Can              Objective:
     Jacob and Winnie really trust the ex-financial titan,               To acquire fans of a movie’s Facebook
     whose relentless efforts to redefine himself in a                   Page and increase box office by
     different era have unexpected consequences?                         driving word-of-mouth marketing on

     Objective                                                           Solution:
                                                                         A Facebook Ads campaign with a
     A longtime advertiser on Facebook, Fox had two
                                                                         series of creative messages that
     major objectives for its campaign leading up to
                                                                         varied to attract both older and
     the release of Wall Street - Money Never Sleeps on                  younger audiences
     September 24, 2010. The studio wanted to acquire
     a critical mass of fans (its target was 500,000) to its             Key Lessons:
     Facebook Page Wall Street – Money Never Sleeps,                     •	 There	can	be	a	high	rate	of	ad	
     a goal that would give it a sizeable base of people                    recall and message awareness
                                                                            among the movie-going public on
     to engage with by providing content and updates
     about the film. The other related objective was
     using Facebook to drive word-of-mouth marketing—                    •	 Facebook	can	be	an	effective	
     leveraging social advocacy to get friends telling                      platform to generate the word-of-
     friends about the movie on Facebook—to fill theater                    mouth marketing that studios are
     seats. “The ultimate measure of success for our                        looking for

  “Ads were important in the overall strategy because they were the
front end of the funnel to drive people in. Once they’re on the Page,
   it’s all about making them an evangelist to help us sell our movie,
 but the first challenge is to recruit them through impactful creative
                                       units, to get them into the club.”
                                                                                   Jake Zim
                                       Vice President of Digital Marketing, 20th Century Fox.
                                                                                            Advertising Case Study

marketing campaigns is our opening weekend box          Approach
office,” explains Jake Zim, Vice President of Digital
Marketing at 20th Century Fox.                          Fox launched its campaign on Facebook about a
                                                        month prior to the movie’s release with a series
Fox had a particular marketing challenge for this       of Target Blocks, which are three-day periods of
movie. It had to attract both the older audience        heavy advertising to a targeted audience. The early
members who were familiar with the original film        phases included Premium Like Ads and Premium
from the late 1980s, and younger ones interested        Video Ads with content centered on the return of
in seeing two of its 20-something starlets Mulligan     Gordon Gekko 23 years after the movie’s original
and LaBeouf. “This project was unique in that           release. “We wanted to invoke the Gordon Gekko
we had a dual audience target,” Jake says. “We          Mystique to fans of the first film,” says Jake. “The
recognized that Facebook provides us a canvas on        legend. He’s back. He’s out of jail.”
which we could attempt to reach those audiences
and create conversation through targeting, social       In the ensuing weeks, the advertising phases

advocacy and through specific messaging and             focused on LaBeouf and Mulligan, with Premium

bring them all under one umbrella.”                     Like Ads, stating that “Shia LaBeouf stars in Wall
                                                        Street.” Many of the ads encouraged people to
                                                        like the movie’s Page for exclusive updates and
                                                        clips from the movie. “It’s the story of a guy, Shia
                                                        LaBeouf, who was conflicted between the two
                                                        things that he loved—money and the prestige that
                                                        comes with having money—and the girl that he’s
                                                        madly in love with,” says Jake. “So on the Page,
                                                        what we tried to do was create content that spoke
                                                        to his conflict through those creative messages.”

                                                        For the final phase, Fox ran a “Reach Block,” a type
                                                        of ad buy on Facebook that guarantees a brand
                                                        will reach 100 percent of its target audience over a
                                                        24-hour period on Facebook Home Pages and other
                                                        premium locations. Unlike the previous ad buys
                                                        which targeted specific ages, the Reach Block was
                                                        broad, serving ads to everyone 13 and older. “Ads
                                                        were important in the overall strategy because
                                                        they were the front end of the funnel to drive
                                                        people in,” says Jake. “Once they’re on the Page, it’s
                                                        all about making them an evangelist to help us sell
                                                        our movie, but the first challenge is to recruit them
                                                        through impactful creative units, to get them into
                                                        the club.” Jake continues that the creative specs
                                                        on Facebook can present challenges for movie
                                                                                          Advertising Case Study

Results                                                to an actual transaction so that we have a real
                                                       understanding of what input we need to get that
•	   26	percent	of	people	interviewed	in	an	exit	
                                                       kind of output. But the initial understanding that
     poll after seeing Wall Street – Money Never
                                                       people were aware of this platform as a marketing
     Sleeps told media research firm CinemaScore
                                                       tool because they basically raised their hand and
     they remembered seeing advertising for the
                                                       said ‘yes, I saw advertising’ was eye opening.”
     movie on Facebook

•	   More	than	260,000	people	liked	the	Wall	Street	
                                                       The Future
     - Money Never Sleeps Facebook Page, giving        Jake says he’ll continue to look for ways to create
     Fox a sizeable base of people to engage with      conversations that lead to box office. “Social media
     on movie content and updates, but well below      as a platform in general is perfectly aligned with
     their stated goal of 500,000                      that objective in that it is architecture built around
                                                       conversation,” says Jake. “And Facebook is sort of
•	   A	tracking	study	found	more	than	1.1	million	
                                                       the epiphany of what is inherently a network world
     people on Facebook intended to see the movie
                                                       laid out online so those conversations can spread.”
     after being exposed to the ads, suggesting $4
                                                       Jake adds that marketing has basically reached an
     million in incremental opening-weekend box
                                                       inflection point. “Most of us digital marketers and
     office for Fox
                                                       marketers are adjusting to the understanding that
“The biggest positive takeaway for me was in our       the control is really in the hands of the users,” says
exit polls,” says Jake. “Now what we still need        Jake. “And we have to give them the right materials
to do is connect the dots from that awareness          so that they will become evangelists for our product.”

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