An Internet fan base whose burning desire for more led to 'Serenity'...
San Francisco Chronicle story about the 'Browncoat' phenomenon and the power of word of mouth...
Sci-Fi Film 'Serenity' Uses WOM to Draw Fans
Media Life Magazine story discussing the word of mouth strategy behind Serenity...
Despite developing a cult following, Joss Whedon's television series "Firefly" was cancelled prematurely. While the film was still in development, the first season of "Firefly" was released on DVD, and encouraging sales convinced Universal to push on with a full-length feature called Serenity, based on the series. With a large, untapped cult following existing on several fan sites, Universal's media agency sought to utilize Affinitive's technology platform to consolidate and mobilize the group and help build excitement leading up to the theatrical release of the film and subsequent DVD.
Utilizing the flexibility of Affinitive's technology platforms, Universal was able to create a community around the release of Serenity that harnessed the power of a large member base that exceeded the most optimistic of expectations. Members were encouraged to form regional groups to promote the film and perform activities that would help generate word of mouth, like creating bumper stickers and gift cards to accompany the DVD release.
While the theatrical release of Serenity had only modest success at the box office, the Browncoats campaign maintained momentum through the DVD release, whose success spurred additional sales of the original "Firefly" DVD. At one point following the release of Serenity on DVD, both Serenity and "Firefly" were #1 and #2 on Amazon.com's bestseller list despite the "Firefly" DVD being over a year old.
The community itself also grew far in excess of what was originally projected. By the campaign's end, there were more than 75,000 members of the Browncoats, with over 85% of all members having been recruited by other members. The platform proved to be scalable enough to handle sustained periods of very heavy traffic and activity.
- Word of Mouth and Social Media Marketing, Technology, Strategy, and Measurement
- Managed Customer Communities
- Online Consumer Advisory Panels
- Viral and Buzz Marketing
- Loyalty Programs and CRM Integration
- Consumer-Generated Media
- Brand Ambassador Programs
- Facebook, Social Applications, and Widgets
- Influencer Programs
- Community and Social Network Marketing
- Product Seeding and Sampling
- Consumer Engagement Promotions and Sweepstakes