Lionsgate’s Kick-Ass Social-Media Effort for Kick-Ass

Lionsgate set up a kick-ass social-media campaign for Kick-Ass, which opens in theaters April 16, tying together the film’s YouTube, Facebook, MySpace, and Twitter pages under one platform, Distributed Engagement Channel from thisMoment, reported.

DEC allows the studio to integrate user comments, video streams, and Twitter conversations via a branded hashtag under one platform, giving it real-time metrics to determine isolated and combined traffic numbers, according to

Lionsgate vice president of new media and marketing Danielle DePalma told

It’s important to have all the buzz and great fan reaction in one place. The Web overall is a social place, but I don’t think fans and users see it in a siloed way. So if somebody’s looking at a trailer on YouTube, they can then log in right here, leave a post, and share it with a friend on Facebook or MySpace. It’s important that everything we do in the social space is making it easy for people to find and spread.

Kick-Ass is one of the great examples of users finding content they like from the film that has nothing to do with the paid media. If they get behind something, this is a great place for us to be able to share that content. With the amount of comments on YouTube or Facebook, the commentary outside of (traditional media) is an important thing to us.

And thisMoment co-founder and CEO Vince Broady added:

(DEC gives Lionsgate access to a) critical mass of advocates online. One of the things that makes people advocate things online is when people join in with them, so if they can all communicate with each other, it’s a good multiple effect.

It’s a big efficiency play. Publishers are happy because they still get their media buy and don’t have to create a custom microsite, and Lionsgate doesn’t have to manage 10 different campaigns across 10 different publishers. This creates a mechanism where everyone gets off the hook.

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