When Warner Bros. held the European premier for the Hobbit in Berlin earlier this month, the filmmaker relied on a native advertising campaign to enable viral content to amplify the launch of the film.
Facebook partnered with dwinQ, the social media operating system for events, to enhance the Hobbit premier experience for 500 VIP guests while creating viral content on their news feed, with more than 100,000 views on Facebook.
Event photographers working with dwinQ’s patent-pending platform captured highlights from the red carpet, and scanned each RFID-enabled VIP pass so that photos posted in real time to Facebook on the VIP’s News Feed. These pictures were seen by more than 132 percent of each guest’s friends — a measurable viral impact during the launch given the fact that each guest had on average 240 friends.
“The guests loved the fact that their friends could see them with the movie stars on the red carpet in real time,” says Elke Karskens, Facebook’s platform marketing and communications manager. “The VIP’s enjoyed the moment and had a great time.
“dwinQ’s platform made it easy to share and by putting the Hobbit logo on a frame before the photo posted, boosted the prominence of the movie branding.”
Patrick Sweeney II, president and CEO of dwinQ, says that social media at events will be one of the biggest trends for marketing in 2014.
“It’s genuine content from the guests and it is very effective native advertising, or product placement on social media,” he says. “If you sponsor that content with Facebook’s advertising platform it becomes even more powerful.”
dwinQ’s social media operating system is a cloud-based platform that securely manages the identity of guests, individual sign on mechanism (such as RFID cards, bracelets, NFC chips, mobile phones, QR codes etc.) and correlates each identity to a specific social media account such as Facebook or Twitter with seamless accuracy and security. Guests can opt-in to have dwinQ post photos or videos from an event in real time and have those photos show up on their News Feed and timeline so they can share the moment without lifting a finger.