Rise of the Planet of the Apes: Social Marketing Success?

By Rob Scott
August 16, 2011

Fox’s “Rise of the Planet of the Apes” has implemented a two-prong viral campaign designed by creative firm Mekanism to raise the film’s profile.
To accomplish this, Mekanism released a series of real ape videos online (with the intent of going viral) and targeted a group of 50 social media ‘influencers’ to help build buzz.
The efforts have so far been successful, but impressing the influencers is more challenging than a traditional media buy. “You have to really convince these guys to want to carry out your message,” explains Jason Harris, president and executive producer at Mekanism.
Tommy Means, Mekanism’s founder and director, adds that current audiences don’t recommend films to their friends because they like a certain brand. “It’s because they like their friends,” explains Means. Online communities tend to look to influencers because they consider them their ‘friends.’ “Our job then becomes to impress and wow the influencers,” he says.
Is this part of a larger trend? Will studios need to turn to YouTube stars and movie bloggers to promote new projects?

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