Last year we were approached by W2 Media to run the social media campaign for the movie The Theatre Bizzare, an independent horror movie. We had worked with one of the members of the production company on the social media campaigns for Hesher, The People Vs. George Lucas and Spork, but this was the first time we had dealt with a horror movie.

So our first obstacle was inserting ourselves into a niche community of fans and establish connections very quickly.

Twitter Prevails

Of course, before we could make the connections, we had to find them. With FollowerWonk you simply type in any keywords and it finds people that tweet about such keywords, ranked according to their influence (# of followers, etc).  So we knew right off who was important and who we needed to reach out to. Of course, that left us with a large number of lists to manage and follow.

That’s where Tweetdeck came into play. It allowed us to manage multiple twitter lists, so we could make appropriate comments, re-tweets, responses and generally interact more often in a smaller amount of time than if we hadn’t used it.

Social Interaction And Sex Appeal

The Theatre Bizarre is a movie in a very distinct sub-genre of horror. It focuses on gratuitous use of nudity and large amounts of gore. We wanted to capitalize on the disturbingly graphic content that we knew would appeal to fans. We acquired still shots that we dolled out in order to tease fans and whet their appetites for more.

We also had giveaways through Facebook and Twitter that included posters and t-shirts. The picture on the t-shirt was the same as the posters, an open mouth with an eye in it.

We used a young woman to model the t-shirt for pictures, which generated an overwhelmingly positive response. We recieved multiple  likes, comments and shares based on the picture alone. Many of the comments also referred to our model, and there’s little doubt she helped in the popularity of the pictures.

The Theater Bizzare

For a movie that’s only receiving a limited release, The Theatre Bizarre has a strong online following. Numerous horror blogs have written articles about the movie and the Facebook and Twitter campaigns  have both gotten great exposure.

Our team monitors several channels throughout the day and focuses on engaging and interacting with fans that often look for answer to ticket availability, screening times and venues, and more.

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