"Toy 3" movie marketing multiplex Disney and Facebook win

When Disney encounters Facebook, what Sparks will the two collide? Following the appointment of Facebook's COO Sundberg as an independent director last December, Disney has been trying to find more overlap with each other.　　Now that the opportunity is here, the movie "Toy Story 3" provides a good opportunity for both. With Toy Story 3 aggressively in the United States, Disney has developed a Facebook app called "Disney tickets Up", which allows users to buy movie tickets for Toy Story 3 on Facebook.　　This is the first time a film company has tried this. Although Facebook does not get a share of revenue, it wants to use new features to increase its access.　　If Disney's attempt to do so is good, the app will expand to more movies and potentially reshape the intrinsic movie ticket sales model. Marketing tool June 20, Tom visited Facebook when he received a notice, his friend Jack on Facebook ordered a new Disney film "Toy Story 3," The ticket, the system inquires whether he intends to also buy a and Jack to watch. Tom clicks on this ticket to buy a link, unexpectedly found that several of his friends have responded to the system call, about a good time to book tickets to watch.　　So naturally, Tom became one of them and joined in the purchase of tickets. Tom clicks on this link is "Disney tickets up", it is Disney for the new film "Toy Story 3" in the development of a new application on Facebook, its operation is relatively simple, the user clicks, the screen will show a nearby cinema show time of the page, There is not much special in addition to the reservation function. But although the function is relatively simple, but you can see from Tom's experience that it has a wonderful place, when the user through "Disney tickets up" purchase ticket, his Facebook friends will be immediately notified, and this app will also remind users to invite friends to buy tickets to watch together. Do not underestimate this interaction, most of the time, Disney once sold more than 80 tickets.　　This is the first time the film company in SNS to sell tickets to try, the power of social networking, so that "buy" movie tickets become possible.　　Why does Disney look at Facebook as a social networking site?　　It's not hard to understand that as young consumers ' lifestyles and consumer needs make the marketing environment more diverse, virtual communities like Facebook,twitter and SNS are increasingly becoming important sources of information about products and services. Facebook, with 500 million users worldwide, accounts for almost all the online behavior of consumers. To "Connect", many Facebook members willMoving to the Internet without reservation, such trivial details as what kind of food you like, which new car to make, and when and where to break up with your boyfriend and girlfriend, shows a detailed record of people's identities and consumption preferences, which, in the view of advertisers, is simply a rich, well-defined gold mine. In the social network researcher Han, "the relationship data in SNS is the core of SNS, and by sorting and digging these data, it can form a huge network diagram that describes the relationship between people."　　"With this map as a data base, businesses can easily attach multiple business applications." In addition to a large number of targeted consumer groups, Facebook and other SNS platform there is another magic weapon, it can give full play to the advantages of Word-of-mouth marketing, so that users are not forced to accept ads--the site of each user as a friend of the identity linked together,　　The consumer experience and product recommendations that pass between them are far more effective than other types of promotions. Mark Zuckerberg, Facebook's founder, has proudly said that ads in the Facebook system are definitely more "relevant" than other online ads on the market, with faster updates, and Facebook users simply touch a "like" button,　　will be able to "recommend" their favorite articles or information, if applied to new products, it is tantamount to increasing the exposure rate of potential commodities. For example, there is a good friend in the social networking site to share the test experience, the merchants will be seen after the use of consumer Word-of-mouth marketing psychology, and finally evolved into a user to write "Open box text" marketing methods (in the United States, users can generally obtain merchandise prices of 1% to 15% as a reward).　　This approach has formed a three-win model between social networking sites, users and advertisers, fish for water and water. Almost half of all netizens believe that information provided by other consumers is more valuable than the information provided by the company itself, according to a survey by Forrester Research, a market researcher.　　The promotion is more akin to the experience of going shopping with friends, says Ethan Beard, head of marketing at Facebook platform, Isen Burde. "We think it's meaningful because, essentially, watching movies is a social activity," he said. Dan Rose, vice president of Facebook cooperation and platform marketing, said Dan Ross. From this perspective. It makes sense for Disney to "Aim" at Facebook. Previously, Disney has hundreds of promotional pages on Facebook, publishing all kinds of promotional information to tens of millions of users.