ASIA-PACIFIC – SINGAPORE, MAY 2, 2012: Effective Measure, the leading provider of digital media planning solutions in emerging markets, announced that low-cost social media marketing almost outstripped the effectiveness of traditional marketing channels for promoting the movie, ‘The Hunger Games’ in Indonesia, based on a survey conducted over a week during the past month.
Facebook had a significant role in promoting the blockbuster flick – it was the preferred medium in which 53 of respondents recommended or commented on the movie, garnering 10 percent above face-to-face interaction, nine percent above Twitter and six percent above YouTube.
Movie previews generated the same level of excitement as Facebook but three percent less than YouTube. Forty percent of respondents attributed online fan forums as one of the main channels that made them excited about movie.
Even then, face-to-face communication was still effective in promoting ‘The Hunger Games’, with 43 percent of respondents admitting the importance of word-of-mouth. However, word-of-mouth migrated online, with a significant percent of respondents saying that they had exchanged comments and recommendations via SNS.
“Internet and social media use are continuing to grow rapidly in the emerging markets of South East Asia, with March pulling in 178.3 million unique browsers in the region, of which 20.8 percent belonged to Indonesia. With social media featured as a main channel of promotion for ‘The Hunger Games’ in Indonesia, we can no longer ignore its ability to create a positive impact beyond the online environment,” says Effective Measure SEA Regional Director, Dinesh Arasaratnam.
