'Footloose' (2011) digital marketing campaign analysis

(Movie poster, Photo source: IMP Awards)

Footloose (2011)
Distributor: Paramount Pictures
Domestic release date: October 14, 2011 (Wide)
Rating: PG-13
Genre: Musical, Dance
Cast: Kenny Wormald, Julianne Hough, Miles Teller, Andie MacDowell and Dennis Quaid

Premise: City kid Ren McCormack (played by newcomer Kenny Wormald) moves to a small town where rock 'n' roll and dancing have been banned, and his rebellious spirit shakes up the populace, which includes the minister’s daughter Ariel (Julianne Hough).

The hook:

• A new take on the beloved 1984 film, Footloose, which 27-years later still makes people want to cut loose
• Helmed by Writer/Director Craig Brewer (Hustle & Flow, Black Snake Moan)
• Promises a good time in a year without a wide release dance or musical film (excluding concert films)

Target audience: Females 15-34
Secondary target audience: Females 35-54 (nostalgia), Females 11-14 and parents (families)

THE DIGITAL MARKETING CAMPAIGN

“Footloose Friday” advance screening:

• Free screening on Friday, 9/30 at selected theaters for anyone who RSVPs on FootlooseFriday.com
• Ask in return for audience to tweet #footloose with review
• Footloose’s Twitter page retweets praise and positive reactions
• Convert skeptical fans of the original to vocal supporters

On Target: These advance screenings were exactly the shot of adrenaline the new Footloose needed. After its trailers were received indifferently at best, Footloose needed to prove remaking it was relevant. Without a name cast, the film had to go beyond selling it as another star-crossed lovers dance movie; as evident from the downward trend of the Step Up franchise’s box office, audiences were facing fatigue from that familiar plot.

Footloose needed to get fans of the original on their side and spread the goodwill. In order to do this, Paramount had to believe they held a winning hand - a film that was going to surprise and please that critical audience who could become their biggest supporters.

They bet right.

With two weeks before the release of the film, the one-night screening generated free publicity, which was mostly positive. In return for the free screening, they simply asked the audience to share their reviews on Twitter and Facebook.

It was important these reviews were coming from trusted sources, one’s friends, family, social circle. In addition to building excitement among the general public, these reports hopefully swayed fans of the original who skipped the free screenings to reconsider and give it a chance.

“Footloose Friday” was a brilliant move for a film that needed visibility and to bounce back from negative pre-conceptions.


Missed Opportunity?: Footloose’s Facebook and Twitter needed to crank up the engagement with fans during the two weeks after the screening to keep the momentum going. Keeping the film exciting and fresh, fans won't forget and will want to see it again and bring “everyone they know” come opening day.

For the "Cut Footloose" Dance Battle, Facebook, Herbal Essence's Footloose hairstyles analysis, and Recommendations:

"Cut Footloose" Dance Battle:

• "Cut Footloose" Dance Battle and Official Site
• Have audience express their love for the Footloose brand (film, song, and dance reenactments)
• Interactive – easy to share with friends and vote for favorite between two dance videos
• Win a trip to premiere for best rated video
• Over 250 battles so far
• Trustworthy sources (real people) delivering tone of film

On Target: Even people who haven’t seen the original film associate its with Kenny Loggins’s title hit song, a popular recurrent still widely used in commercials, TV shows, and films today.

By associating the new film with how much fun people are having recording and coming up with dance routines for the song Footloose, these dance battles relayed the message that one will have as much enjoyment watching the new film.


Missed Opportunity?: A nitpick, but the layout is cluttered making the ability to watch all 250 pages of video battles difficult.

Facebook:

• Footloose Facebook
• 351,000 likes (as of 10/11/11)
• Trivia questions (from original and new film)
• Polls – favorite song, character
• Shared positive buzz/early reviews
• Clips of the soundtrack, released three weeks before the film

On Target: Started engaging with fans in June by asking trivia and poll questions about the original movie, carrying goodwill from it. Promoted “Cut Footloose” Dance Battle video contest early, reminding people about the music.


Missed Opportunity?: In an age with Spotify and full streaming listening parties, less-than-one minute preview clips feel stingy. Nor is it popular - each clip is hovering around a sparse 600-800 listens at press time.

With the new soundtrack having a lot to prove, perhaps listeners should be able to judge the tracks in its entirety before forking over their money. Then again, maybe the new covers don’t do the originals justice and not releasing the full tracks is a conscious decision to play it safe.

Twitter:

• Footloose Twitter
• ~5,039 followers (as of 10/7/11)
• Retweeting positive word of mouth from sneak peek reviews from real people, trades, celebrities
• Personal tweet replies
• Used as a source by
  Paramount Pictures ~118k followers
  Kenny Womald 17k
  Julianne Hough 284k
  Blake Shelton (singer of the title song for new film) 711k

On Target: Footloose’s Twitter account responds to fans, and not just a stock, PR-handled one too – it had personality!

Social media allows a brand to be more than just a corporate logo; by interacting with one's audience, a brand is able to build relationships and create an image for themselves. If Footloose was human, what attributes would it have? Probably “fun, exciting, good times!”

By making communication a two-way street, Footloose’s Twitter lived up to its tagline and essentially, cut loose! It’s surprising how many brands’ social media presence doesn’t match their image; rather they are afraid to interact, coming across as distant and robotic.


Missed Opportunity?: None

Herbal Essence “Get Footloose hairstyles!”:

• Herbal Essence Facebook
• Three how-to videos and instructions written up for Footloose-inspired hairstyles

On Target: Integrates partnership with content that targets and benefits their female audience; whether it is Footloose or Herbal Essence fans watching these how-to videos, they can learn from them. It is somewhat movie-related and doesn’t seem to hit one over the head with buying their products.


Missed Opportunity?: None; a great job integrating affordable hair care products for a movie about dance.

HSN – Footloose Collection:

• HSN Footloose Collection
• Fashion, shoes, and accessories inspired by the film
• Supported by a digital magazine showing how to wear and pair fashion
• 24-hour event aired on Home Shopping Network on 10/12/11

On Target: Reaches HSN-female audience and allows one to tangibly incorporate Footloose brand into their everyday lifestyle.


Missed Opportunity?: Endorsements succeed most when there is a genuine connection between the brand/celebrity and product. The HSN collection is loosely tied to Footloose, looking like a random assortment of Western-inspired clothes HSN was already selling quickly assembled under one umbrella.

More than a few items feel questionable. “twiggy LONDON Quilted Nylon Hi-Top Sneaker with Faux Fur”? “Benefit Cosmetics Cha Cha Tint and Mini High Beam”?

Are these really Footloose-inspired? Can one imagine the Footloose characters using/wearing them? When putting a brand’s stamp on products, there should be a strong correlation or it feels false, like a cheap attempt at profiting.

OVERVIEW

The campaign successfully overcame the stigma of being another remake perceived as unnecessary and inferior to the original by foremost knowing their brand and their audience.

By holding free “Footloose Friday” screenings two weeks before its release, the studio gambled fans would react favorably and spread the word through Twitter and Facebook. Carefully using audience-reviews that stated how the new film was better or different than the original piqued curiosity and gave a reason to check it out.

The key reviews highlighted the music, dancing, and FUN, which is why the original Footloose held a special place in hearts; the “Cut Footloose Dance” battle video contest on the official site sent the same message.

Through partnerships with Herbal Essence and HSN, the campaign was able to further build awareness among its 18-54 female audience.

OUTCOME
(Updated: 2/15/12)

• Opened with $15.6 million in 3,549 theaters (#2, behind week old Real Steel)
• Also opening:  

(Source: IMP Awards)
• The Thing, prequel to the 1982 sci-fi horror film of same title starring Mary Elizabeth Winstead
• The Big Year, a comedy starring Jack Black, Steve Martin, and Owen Wilson
• 75% of audience were female and 27% were under 18 years old
• CinemaScore: A
• Production budget: $24 million
• Total domestic gross: $51.8 million (Source: BoxOfficeMojo)

Diagnosis: A solid if unspectacular start; the core female audience came out and echoed the previews' positive word-of-mouth, giving the film an "A" CinemaScore. For a film that cost $24 million, it will recoup its cost nicely and hopefully, have strong legs without any other musical/dance films competing against it. One can't help wondering if there would have been more converted fans and a bigger opening if the positive word-of-mouth marketing jump-started earlier.

Opening weekend comparison (not including inflation, Source: BoxOfficeMojo):

• Save The Last Dance $23.4 million
• Step Up $20.7 million
• Step Up 2 the Streets $18.9 million
• Step Up 3-D $15.8 million
• Footloose (2011) $15.6 million 
• Take The Lead $12.1 million
• Shall We Dance (2004) $11.8 million
• Fame (2009) $10 million
• Dirty Dancing: Havana Nights $5.8 million

RECOMMENDATIONS

Footloose’s digital marketing campaign already targeted their primary female and nostalgic-seeking audience, but could potentially improve on reaching the family sector. Rated PG-13, the remake can appeal to the entire family, especially those with young teens who are the driving forces on movie-watching decisions.

Drive-In Night:

• Nostalgia - nationwide Footloose night at drive-ins
• Roughly 367 active drive-ins around the country (according to Drive-ins.com)
• An experience with dancing, giveaways, contests to Tweet/Facebook photo about!

Drive-ins are a dying breed and those that still exist have become known as a novelty.

For a film that is capitalizing on nostalgia, partnering with drive-ins and making Footloose an event would generate press and chatter. Parents would want to take their children to experience movies the way they used to, and hipsters and couples would jump at the chance to try something Facebook-status-update worthy.

To make the film an experience to remember, drive-ins could be given incentives such as having a How-To dance routine short screened before the movie for a dance-off or line-dancing demonstration during the end credits, the soundtrack playing in the concession area, old-fashion popcorn bags/buckets with the Footloose logo, goodie bags to give away. There can be a contest online asking people to Tweet or Facebook-tag photos of themselves at the drive-in after the show.

The dance-off or lining dancing demo can be supported by making the How-To video available weeks prior online so anyone can learn the simple routine in the comfort of their room. It will be a unique movie-watching experience, with life imitating art, as the audience seemingly acts out a scene from the film in good fun as the credits roll.

Expect a surge of Facebook and Twitter updates and replies from the drive-in.

Tap-Tap Dance App:

(Source: Fox.com)

• Engage audience through Tap Tap Revenge game app
• Opportunity to sample new soundtrack
• Capture fun of learning dance steps

Created by Tapulous, the addictive Tap Tap Revenge series are some of the most popular game apps. Inspired by the Guitar Hero format, users tap notes and shake their phones along to the song to score points.

Lady Gaga, Metallica, Katy Perry, Green Day, and Glee are just some of the big names who have their own Tap Tap apps created with their songs.

App users tend to be selective in what they choose to download, and what they like is to have something to stimulate and sustain their attention on the smartphone they carry around all day.

A Footloose Tap Tap game will be just the thing to take their mind off and relive the 80’s hits during a break. The music will appeal to the parents, while being a new addition to the Tap Tap game franchise will speak to their children and young adults.

In addition, the game app will allow users to sample and become familiar with the new soundtrack. If the game app is released two to four weeks before the film, people will become aware of the film as they are engaged in the game.

If possible, making the Tap Tap notes look like “dance steps” integrates it more fully with the film’s learning to dance subplot.

Live Prelude to a Soundtrack:

• Acoustic or live video performances of soundtrack songs
• Soundtrack boasts top Country artists and rising newcomers
• Introduction to clips by Julianne Hough
• Add movie clip/footage when appropriate

Footloose is all about the music, so it would be appropriate to introduce the new songs and covers through acoustic or live performances. Having artists record acoustic videos of the track is cost-effective and easy to share through a YouTube channel.

The new soundtrack boasts a fine roster of Country music’s biggest names (Blake Shelton, Big & Rich, Zac Brown Band) and hot newcomers (Hunter Hayes, Ella Mae Bowen), which is likely to appeal to Country music listeners.

To tie the film in, leads Julianne Hough and Kenny Womald can introduce each performance clip and explain how the song fits into the story. Short clips of film footage can be shown when appropriate.

In addition to acting and dancing, Hough is a singer who has already won two Academy of Country Music awards, bringing credibility.

If the label wanted to take it up a notch, the artists can perform the songs for a one-off show at a Western bar with a live audience and record it for web viewing. Liking what they see and hear, people can download the soundtrack for the polished, studio versions.

Of course, there will be debates whether the covers fare better or worse than the originals, but it’ll get people talking, bringing awareness to the film’s release.