Bill and Ted 3: Social Media Campaign
Whoa, Dude! It’s all on Twitter.
The most “bodacious” summer blockbuster is almost here!
Bill & Ted Face the Music is set to release August 20, 2020. The film stars the original duo, Keanu Reeves and Alex Winter, now adults, but still as “dude-like” as ever. Audiences are excited as the long-awaited bro reunion is said to have even more chaotic “excellence!”
Back-End Initiatives
Campaign Objective
Raise brand awareness to secondary target markets who are previously unfamiliar with the Bill & Ted franchise through social media marketing initiates beginning four months prior to the film’s release.
Target Audience
Young Millennials and overall Gen Z affiliates with an active social media presence. Justification: In reasoning, the original 80’s demographic has previous brand loyalty to the franchise and therefore does not require lengthy measures to convince this group to participate in the movie’s release.
SMART Goals
All business goals will be measured in the Twitter Analytics feature of the social media platform.
- Achieve an average Engagement Rate of 3% with branded hashtags on Twitter
- Receive 100 brand mentions on Twitter each day
- Generate conversation by obtaining 20 related comments on each organic posts and 40 on promoted posts
Tone and Brand Voice
- Fun and authentic
Timeline
- This will be split by three months of promotional content before the release and by one month of promotional content after the release.
Platform: Twitter
To achieve awareness objectives, The Future Awaits Campaign utilizes Twitter to reach younger Millennials and the Gen Z spectrum. In fact, Twitter identifies itself as a viable tool for awareness campaign success. “By expanding your message on Twitter, you can connect and engage with new fans,” (Twitter, 2020).
Campaign Content
GIFs
“GIFs allow us to express complex messages in a matter of seconds,” (Balkhi, 2019).
The following content sample reflects GIF participation in the The Future Awaits Campaign. This example is an ideal content format that fits the strategy to build brand awareness. Below is a series of changes to better fit this campaign.
- Caption: Whoa, dudes! Ready to face the music? Show us your excitement, drop a most excellent GIF 🎸😎🙌
This change uses less characters to quickly convey the message. This caption sticks to the campaign’s brand voice and tone.
- Hashtags: #BillAndTed3 #FaceTheMusic #Excellent
The original hashtags remain the same because they are already aligned with promoting brand awareness. A third hashtag is included to expand reach by using a common phrase. #Excellent also adds a fun element by doubling as an iconic catchphrase from the film.
Twitter Polls
This campaign utilizes Twitter Polls as a content strategy to build brand awareness and satisfy younger audiences’ desire to participate.
The following content sample reflects Twitter Polls participation in the The Future Awaits Campaign. This example is an ideal content format that fits the strategy to build brand awareness. Below is a series of changes to better fit this campaign.
- Caption: Which #BillAndTed3 catchphrase are you?! 🎸⚡️
This caption engages with the target audience by tapping into young social media users’ excitement over online quizzes aimed at personality personification. Examples of such: Buzzfeed Quizzes.
- Answers: Most Excellent, Most Triumphant, Most Bodacious, Who’s Bill & Ted?
These answers correspond with intended brand voice by providing catchphrases front the movie. The last question is aimed to show the target market that they are unfamiliar with the franchise and create fun intrigue for them to become educated on the films.
- Hashtags: #BillAndTed3 #FaceTheMusic #Excellent
The original hashtags remain the same because they are already aligned with promoting brand awareness. A third hashtag is included to expand reach by using a common phrase. #Excellent also adds a fun element by doubling as an iconic catchphrase from the film.
Memes
The customizable nature and portrayal of everyday emotions marks Memes as an entertainment approach that appeals to Gen Z and younger Millennials.
The following content sample reflects Meme participation in the The Future Awaits Campaign. This example is an ideal content format that fits the strategy to build brand awareness. Below is a series of changes to better fit this campaign.
- Meme Caption: When you realize this meme is from that 80’s movie your dad likes.
Younger audiences may be familiar with Bill & Ted without even knowing it. This caption helps to build brand awareness by bridging the gap between the “Conspiracy Keanu” Meme and the original Bill & Ted film.
- Twitter Caption: Tag a clueless pal! #Bill&Ted3 #Excellent
The call to action allows users to share the surprising news with other friends who are not aware of the reference either.
This caption sticks to the campaign’s brand voice and tone.
Partnerships/Influencer relationships
The long standing fashion staple is a go-to footwear choice in the new millennium and can also be seen on the feet of the main characters in the original Bill & Ted films. Converse will be running a “Most Excellent Giveaway” on social media. New fans can enter by retweeting Converse posts and commenting 80’s trivia answers on specified tweets.
Conclusion
Tuning into new audiences is challenging, but bridging generational gaps is possible with the right social platforms. While this film attracts genuine 80’s nostalgia, Twitter is an excellent tool to expand reach and spark engagement with young Millennials and Gen Z.
