Film Industry 2 Jurassic World - Industry

Marketing Jurassic World

Social media has the ability to weave its way into your day, silently influencing your decision making, plans or simply just introducing you to something completely new. With Jurassic World recently crowned the biggest opener weekend at the box office, we delved into the film’s social media profiles, to see if they roared as mightily as the film.

Ahead, find 5 lessons we learnt from Jurassic World’s social media strategy…

1. Bring your brand to life – Jurassic World used their Facebook page not to represent a film, but real-life theme park (its category is even travel/leisure). Image assets help bring the park and the film to life, especially those of Mr. DNA, who also appeared in the original Jurassic Park films, for a big dose of nostalgia. His happy, innocent character was designed to explain the science behind Jurassic Park, so using his character on social is a great way to bring story-telling from the film to social media.

This, in turn, gives image assets like the example below of Mr. DNA a real emotive edge, an absolutely crucial skill to harness on social. According to an infographic by NeoMam Studios, it only takes one tenth of a second for your brain to process a visual scene, so it’s no wonder that images lead to engagement on social media.

2. Treat each platform in a different way – whilst the Facebook page has been used exclusively as a fictional theme park, Twitter‘s fast-paced nature gives the film more space for promotion, with actor Q&A’s, screenshots from the previous movies and exclusive video clips. It’s a great strategy – Facebook, after all, is all about the emotion, whilst Twitter is much more news-led.

3. Get started early – The social media campaign for Jurassic World started exactly one year before its release date. That may seem crazy, but it’s definitely worked in getting the buzz going. Don’t hesitate to get your social media strategy going; it could pay off dividends in the long run.

4. Consider out-of-the-box tactics – a year before its release, an unofficial Twitter account tweeted photos of a brochure for the Jurassic World theme park, even boasting one of its attractions as having an instruction video hosted by Jimmy Fallon. A really interesting tactic, which got people talking very early on.

5. Share teasers from influencers for even more buzz – Colin Trevorrow, the director of the film, is an avid tweeter. Since filming began in April 2014, he was tweeting photos that may seem futile to non- Jurassic fans, but to the fans, these were cleverly crafted snaps which left people wondering and anticipating. The below tweet, for example, is a sign that featured in the original Jurassic Park movie, pointing to the East Dock on Isla Nubar. Garnering a buzz like this from an influencer can really steer the sentiment from indifferent to piqued interest.