Film industry case study
Pathé/Slumdog Millionaire: Awareness and engagement for independent films
What did Pathé want to do?
Pathé had developed a suite of online marketing collateral, including a viral, a widget and a trailer-focused microsite
to support the opening of Slumdog Millionaire. The object was to use online marketing to build awareness while also
targeting niche audiences, such as Bollywood movie-goers and Danny Boyle fans.
To make this happen, Pathé had to find a cost-effective way to gain an online share of voice in the competitive January release season as well as create engagement and drive traffic to their online assets.
How did Tug help them do it?
We developed a PPC campaign on Google.co.uk, targeting relevant searchers, and tested and improved ad copy weekly,
adding “Bafta Award” and “box office hit” messaging when appropriate.
We launched targeted banners across the Google content network to build awareness (‘free eyeballs') and worked with Google to create click-to-play trailer ads. Pathé only paid when the surfer clicked through to the microsite. Banner and trailer views were free.
We also put in place a tactical SEO programme focused on the film title to ensure top positioning for the difficult-to-index Flash microsite.
How did it all go?
The PPC campaign drove more than 75,000 new visitors to SlumdogMillionaireMovie.co.uk. Over 73,000 people
watched the video trailer. More than 21 million ad impressions were served and viewed by targeted audiences.
These terrific results cost just £13K over five weeks.
The film went on to smash UK box office records and win seven Baftas and eight Oscars.
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