While "Little Fockers" opens in theaters across the country on Wednesday, the family comedy has been using Facebook to build awareness since September. Marketers for the Paramount Pictures film have been buying Facebook.com ads consistently over the last three months and gradually building a "likes" audience.
Here's a breakdown of "Little Fockers" Facebook growth during recent weeks:
- Sept. 21: 71,300 "likes"
- Oct. 11: 86,100
- Oct. 28: 97,900
- Nov. 2: 110, 100
- Dec. 7: 188, 500
- Dec. 14: 217, 000
- Dec. 21: 257, 500
"Little Fockers" was originally supposed to premiere on July 30, but it was pushed back for casting/re-shooting issues. Paramount Pictures didn't respond to interview requests. However it's likely the movie's Facebook page had been up for months prior to ClickZ spotting the first ads in early fall.
Therefore, the buildup for the first 70,000-odd "likes" was probably incremental, as the brand had a level of established awareness due to being the third part in the "Meet the Parents" movie franchise.
In the end, the nearly 190,000 "likes" accrued since September appear to be attributable to the series of Facebook.com ads.
To create brand engagement and ultimately sell theater seats, "Little Fockers" marketers have been posting updates - often video clips and polls pertaining to the movie - to the Facebook page two or three times daily. It has also used the page to advertise co-promotions with tickets site Moviefone. Additionally, "Little Fockers" ran a $1,500 airfare giveaway on an app that used video, photos, and other interactive features.
Whether or not the efforts contribute to box office sales remains to be seen. But it's been intriguing to see Paramount Pictures run a three-month buildup on Facebook for the film.
Meanwhile, here are examples of Monday's Facebook posts for "Little Fockers:"
She may be new to the Little Fockers family, but Jessica Alba sure can throw a crazy sleepover - just ask MTV!
Take Little Fockers with you this holiday with the mobile app for iPhone/iPad and Android (search "Little Fockers" in the Android Market).
For our last week of Focker Favorites, vote between the best of Jack & Greg and a collection of those awkward family moments from all three films! Watch and vote for your favorite, and get ready to see Little Fockers, in theaters Wednesday!
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014