1952 – Tomorrowland and the social media buzz started by a box

When we think of social marketing and social media buzz, we often think of viral videos with funny/complex/insightful content or large contests where people can win iPads/trips/VIP experiences. However, every once in a while, a marketing campaign is born with a single picture tweeted from someone’s phone and the internet goes wild.

The Timeline

9 June, 2011 – 12:03 pm
Word of a secret film by Damon Lindelof is released to the media with the only detail being that the movie is titled “1952″

3 May 2012 – 11:09 am
Brad Bird is announced as the director of the top secret film “1952″. Rumours start to circulate that the film could be the next Star Wars movies.

9 Nov 2012 – 4:59 pm
George Clooney is cast for starring role in the still secret film “1952″.

23 Jan 2013 – 3:58pm
The first picture of a box featuring the word “1952″ is tweeted by Damon Lindelof. With 227,567 followers and a twitter feed that is oddly personal and funny this little box sparked a fire.

23 Jan 2013 – 4:31pm
The second picture of the box now opened is tweeted by Brad Bird. With only 56,777 followers and a twitter feed that is more focused on the art of film than his personality Brad trumped Damon and the fire turned into an explosion.

28 Jan 2013
With film nerds watching, pondering and theorising Disney announced that the actual name of the film is “Tomorrow Land”. Along with the name announcement, the picture of the globe that greats guests as they enter Tomorrow land at the Disney World Resort was shared with the press. This small bit of information sparked a whole new flood of debates.

The Take Aways

While most of us don’t have the power of Damon Lindelof, Brad Bird and George Clooney working with our marketing campaigns to build social media buzz, there is still lots to be learned here. The “1952″ social marketing campaign has shown that even though people are becoming more and more public about their companies on social media slowly leaking information, teasing your community and even giving them puzzling information can work just as well as other marketing in the right situation.

Will Fraser

Will Fraser is a co-founder of YUPIQ, a premier Viral Promotion Builder that makes it easy for anyone to create promotions that encourage and reward the sharing of their videos, webpages and special offers with friends.

Will has launched products into marketplaces such as MailChimp and Constant Contact. He continues to work with major social media, technology and consumer brands from around the world in order to help them reach their business objectives online.

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