'Monte Carlo' digital marketing campaign analysis

(Movie poster, Photo source: IMP Awards)

Monte Carlo
Distributor: 20^th Century Fox
Domestic release date: July 1, 2011 (Wide)
Rating: PG
Genre: Romantic comedy, Teen
Cast: Selena Gomez, Leighton Meester, Katie Cassidy, Cory Monteith, Andie MacDowell

Premise: Selena Gomez stars as a small-town young woman who is mistaken for an heiress while visiting Paris with her best friend and stepsister, which leads to an all-expense paid trip to Monte Carlo and living out the glamorous vacation of their dreams.

The hook:

• Selena Gomez’s first feature film as a lead
• Only romantic comedy aimed at younger audiences during the summer
• Destination film

Target audience: Tween and teen girls, 9-17

THE DIGITAL MARKETING CAMPAIGN
(Note: Analysis written on 7/12/11)

Twitter:

• Monte Carlo Twitter
• ~5,100 followers (as of 7/12/11)
• Utilized as a news feed for cast to retweet news
• Followers for :
  Selena Gomez: 6 mil+
  Leighton Meester: 968k+
  Cory Monteith: 730k+
  Katie Cassidy: 43k+
  Justin Bieber (Gomez's real life boyfriend): 11 mil+

On Target: The film's official Twitter account was used as a source to send news to its cast to retweet. Allowing the cast to speak directly to fans using their own Twitter accounts built credibility and trust with their fans.

Missed Opportunity?: Since Twitter was not a priority, it could have been used to tease upcoming news that will be on Facebook and publicize contests and challenges. Minor rewards could have been given if a tweet reached a certain number of retweets to a randomly selected tweeter.

For Facebook, Stardoll, YouTube analysis, and Recommendations: