Leverage - VFS District 9

. Monday, August 24, 2009
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Online marketing allows small-medium sized business to leverage events, awards, training programs, and more without breaking the bank.

Read more posts about online marketing and leverage

There has been a lot of buzz lately about a sci-fi movie called District 9. The movie has received one of the highest ratings on IMDB.com and has received rave reviews from movie critics. Even more surprising is that there are no A list actors in the movie and the director has only directed 2 low budget movies.

How do you leverage the fact that the movie director, Neill Blomkamp, graduated from your school's film program?

This was the question that VFS had to ask themselves. Most large companies, who tend not to think outside the box, would send out a generic press release to traditional media. This strategy would work for about 3 days. The problem with this is that it is short-term, and VFS's target audience spend more time reading blogs and on Twitter than reading newspapers.

So VFS decided to create their own microsite highlighting all the VFS graduates who worked on the district 9 movie.

"Neill Blomkamp, director of this summer's must-see sci-fi thriller District 9, got his start at Vancouver Film School. That's not all: much of the talent behind District 9 originates at VFS, including co-writer Terri Tatchell, Visual Effects Executive Producer Shawn Walsh, and 40 other members of District 9's visual effects team."

The microsite is filled with facts about the movie and video on the behind the scenes of District 9. The site also incorporates the VFS twitter and Facebook page, encouraging viewers to follow and become a fan of VFS.

From the microsite viewers can learn more about VFS and the programs they provide. There is even a competition for visitors to input their email for a chance to win District 9 merchandise.

Why this strategy works?
This strategy provides VFS with long term leverage of the District 9 movie. The site will always be on the Internet and can be viewed by potential students from all over the world. Technology, and movie blogs picked up the site and promoted it on their sites to viewers that fit perfectly with VFS's target market. The strategy can be measured easily. VFS can see how many visitors go to the microsite and from there how many visitors view more info about VFS. They can measure engagement through the sign-up form, Twitter and Facebook page.

Is your business doing great things in the local community? Do you have a training program superior to your competition? Have your employees accomplished outstanding feats in their industry?

Make sure you leverage by using online marketing tools. To learn more contact MarketR