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Sky has launched an online campaign for the novel-turned-film, Skellig, and is bringing it to life by featuring bespoke web content.The film, an adaptation of the fantasy novel by David Almond, features Tim Roth, Kelly MacDonald and John Simm, and will be shown on Sky 1 over Easter ahead of its international theatrical release.Sky has created a campaign site featuring an interactive game, videos, images, story details and downloadable content, in addition to news and information. The film, which has such rich content itself, has enabled Sky to pull out the detail and create a rich experience which brings the curious and magical elements to life.The site, which initially launched as a basic presence in February as part of a teaser campaign, will grow to become a central hub for all things Skellig, and continue to feature new content in the run up to the film's premiere to engage its target audience of children. It will also host information about the film as well as details about tickets to school productions, to serve as a resource for Skellig fans.The bespoke content includes behind-the-scenes videos and images from the making of the film along with interviews with the film's cast and exclusive online promotional videos. It will also feature a competition for schools, which use the novel as a set text, to get pupils to upload creative content about Skellig for the chance to win a premiere screening in their area.The campaign, promoted via an ad campaign, is part of the ongoing moves by many broadcasters to create multi-platform brands and bespoke online content to attract larger audiences to their web properties.
Kia Motors is apparently planning to increase its digital spend by 50% in a bid to boost its brand awareness and position in the UK.
The Korean car manufacturer, and top-five international car brand, is looking to increase its digital marketing budget to account for around 25% of its overall spend in the hope of replicating its dominance within the UK. Kia will also launch a new site in March to grow customer interaction post-purchase.
Kia's increased digital investment isn't however being replicated by rival car manufacturers.
Ford, which has recently launched portals for its Fiesta and Ka brands state its budgets were being cut and that there are no plans to increase digital's share, which is assigned on a campaign-by-campaign basis.
BMW, which hasn't yet cut marketing budgets, is however keen to maintain consistent cross-channel spend, confirming that goals define which is the right channel for the job.
Social marketing is the process of promoting a brand through social media channels, so it is an immensely powerful strategy that gets links, attention, and generates massive amounts of traffic. There is no other low-cost promotional method that easily gives a business large numbers of visitors, some of whom are likely to return again and again, and is a potent method that will make a business profitable over time.
Some of reasons why social marketing is so important are that:- It is natural. Not only do you get natural links without any discernible pattern, a brand is exposed to large groups of people in a spontaneous fashion, which differs from paid advertising that has overt commercial overtones.
- It is defensible. Social communities are a great source of traffic generation on top of any traffic already received from search engines. While you can’t easily increase search engine traffic, social media traffic can be very easily controlled through strategic marketing.
- It is low-cost and has high returns. The benefits often exceed the cost, as it can take thousands of pounds to buy many links; whereas social marketing has the ability to give you that for free.
- It complements other efforts. Social media optimization and marketing is usually community-specific and thus doesn’t interfere with any other methods of getting traffic, and it can fit perfectly with an advertising campaign.
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