Bill & Ted Face the Music: A Complete Social Media Marketing Plan
After 29 years, the long-awaited sequel to Bill & Ted’s Bogus Journey has arrived. Bill & Ted Face the Music is the third chapter of the Bill & Ted movie series and is expected to finally release in select theaters and premium video on demand on August 28, 2020. Bill & Ted Face the Music is a science fiction comedy film directed by Dean Parisot and stars Keanu Reeves and Alex Winter, who reprise their roles as the title characters.
To increase the likelihood of marketing success, the campaign for Bill & Ted Face the Music will consist of two SMART goals. A SMART (specific, measurable, achievable, relevant, and time-based) goal is a structured method of creating long term goals for the upcoming marketing campaign. The first goal is to partner with at least one brand and one influencer to promote the film on social media. This gives us opportunities to utilize their audiences enabling them to drive a large amount of engagement in a short period of time. The second goal is to receive at least 300 engagements per post after implementing a strategy that encourages sharing and creates a buzz.
In order to promote this film, it’s essential that marketing teams utilize highly creative strategies. The Bill & Ted series has officially entered the era of social media, and this will be the primary marketing tool to effectively promote and sell this movie. The two social media platforms that will be used during this campaign are Instagram and Twitter. Since Instagram is a photo-sharing platform, it allows the marketing team to create high-quality organic content to visually engage and maximize the target audience. Using Twitter allows the marketing team to quickly share photos and interesting content with unique hashtags for increased exposure. It’s also an opportunity to use a diverse strategy to build loyal, highly engaged audiences with focused interests.
The announcement of Bill & Ted Face the Music caused immediate excitement from core fans of the brand. This is the faithful group of Bill & Ted enthusiasts that excitedly started talking about the upcoming film on social media. The target market consists of males ranging between the ages of 25–34. This audience will be the focus of the Twitter campaign, because of their loyalty and enthusiasm. Adults between the ages of 18–24 are more active on Instagram, so they will be reached there.
Since the audience mainly contains core fans, a dynamic brand voice will be established to have authentic communication. On all platforms, the voice for the campaign will be fun, entertaining, and engaging. The content will be visually compelling and consistent, which enables it to easily stand out. To build brand awareness and increase the visibility of our content, I will use three branded hashtags: #billandtedfacethemusic #billandtedmania and #billandtedday. Creating these hashtags also helps to monitor the performance of the campaign and allows fans to post user-generated content. This will increase the reach and overall presence on social media.
To extend the impact of the marketing campaign, partnerships will be formed on social media. One of the SMART goals is to establish partnerships to promote Bill & Ted Face the Music, and it will be achieved through Instagram. To market to the Generation Z demographic, the campaign will partner with an Instagram influencer. The campaign will collaborate with rapper Kid Cudi, who plays himself in the film. With 1.8M followers on Instagram, Kid Cudi has the reach and influence to help promote the film to a massive audience. To reach the core audience of millennials on Twitter, the campaign will partner with Nerdist Industries, a website and podcast devoted to all things nerd related. With 461K Twitter followers, Nerdist is the perfect brand to promote this film due to its niche following.
Sources:
Villa, J. (2019, December 12). 22 content creation tools that should be in every creator’s toolbox in 2020. Wibbitz. Retrieved from https://www.wibbitz.com/blog/content-creation-tools/
Ward, A. (2019, March 26). 10 Metrics to Track When Analyzing Your Social Media Marketing. Social Media Examiner. Retrieved from https://www.socialmediaexaminer.com/10-metrics-to-track-analyzing-social-media-marketing/
