Distribution: How "Slumdog Millionaire was promoted through Creative Search Marketing

Technological convergence is present at each stage in the media and in this instance, the distribution part of the film industry. Here, "Tug" plays up its part in the use of search marketing for Pathe to publicise Slumdog Millionaire using online marketing on the Internet. For those researching case studies on this film and its institutions notice also how niche audiences were targeted: "Indian moviegoers and Danny Boyle enthusiasts".

Launching Pathe’s Slumdog Millionaire Using search marketing

Date Published: 07th May 2009 Problem • Pathe was launching a new independent movie in the UK: Slumdog Millionaire. • They wanted to use online marketing to build awareness with the public while also targeting niche audiences such as Indian movie goers and Danny  Boyle enthusiasts. • To support their above the line advertising, Pathe developed a suite of online marketing collateral including a viral, a widget and a trailer focused microsite • But how could Pathe cost effectively, gain an online share of voice in the competitive January release season, create engagement and drive traffic to their online assets? Solution Tug developed a PPC campaign on the major UK search engines targeting searchers interested in: Pathe, Bollywood, Danny Boyle, Slumdog, Indie movies and the like • Tug launched targeted banners across the Google Content network to build awareness of the film on a cost per click model. Eye balls were free. • Tug worked with Google to create click to play trailer ads. Pathe only paid when the surfer clicked through to the microsite. Banner and even trailer views were free! • Tug tested and improved ad copy weekly and included Bafta award and box office hit messaging when the movie met these milestones. • A tactical SEO programme was also put in place concentrating on the film name to ensure top positioning for the difficult to index, flash microsite. Results • PPC drove over 75,000 new visitors to SlumdogMillionaireMovie.co.uk • More than 21 Million ad impressions were served and viewed by targeted audiences – for free. On a blind network at £5 CPM that would have cost over£100K • 73,000 movie goers engaged with and viewed the video trailer • These terrific results cost a mere £13,000 in media spend over a 5 week burst. • Slumdog Millionaire smashed UK box office records and has won 7 Bafta awards and 8 oscars! • Tug are working on an integrated SEO & PPC template campaign structure for further Pathe film releases. Tug Creative Search Marketing 77 Leonard Street London, EC2A 4QS www.tugsearch.co.uk www.tugsearch.co.uk/blog