“ Earned media” is the value of engagements a brand receives across channels as a result of their marketing efforts. To measure user engagement with the campaign thus far, we calculated the earned media value from posts about Deadpool Core from March 31 to April 3. To commemorate National Crayon Day on March 31, the site offered a coloring book page that fans can print out at home and share online with the hashtag #DeadpoolCore. The promotion includes projects for fans to do at home and keeps in the spirit of the Deadpool franchise, which is famous for its parodies. In addition to periodic emails, the microsite allows visitors to download assets-like a movie poster that parodies Flash Dance. The Deadpool Core mailing list, released this week and designed to engage fans ahead of Deadpool 2‘s theatrical release on May 18, is beginning to see social traction.
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