How Social Media Brings Together Event Marketing
By: Kimberly Grant
Now, we all know that I’m a huge fan of Marvel Entertainment. But, it’s time to give DC Comics some love. Each year DC Comics gifts fans a 2-day comic extravaganza, known as the DC Fandome. This Comic Con-type festival of sorts gives fans a glimpse into their favorite characters and actors and the upcoming releases of comic books, games, films, and TV series all in one place. The events of last year’s DC Fandome 2020 were held virtually and fans loved it.
Bigger and Better
According to Variety magazine, the 2020 DC Fandome attracted 22 million views across 220 countries on social media, which included YouTube, Facebook, Instagram, and Twitter. This year, the Fandome surpassed expectations by drawing 66 million views from 220 countries in 12 languages; according to Deadline.com. It even ranked #1 on U.S. Twitter for eight hours. Not bad for a virtual event, primarily marketed on social media.
For intents and purposes, the DC Fandome has been a success in its two-year run. The entire experience is on social media, but it managed to successfully attract and entertain its target audience and beyond.
Trigger, Content, Influence, Persuasion
The marketing strategy for this year’s DC Fandome was similar to last year’s campaign. DC used trigger, content, influence, and persuasion. A trigger is basically a call to action and the persuasion tactics are: reciprocity, scarcity, authority, consistency, liking, and consensus. In their social media posts about Fandome, DC used countdowns posted to their social media pages to advertise the upcoming 2-day event.
In their social marketing, the trigger was the phrase “Join us live”. The content was a highly stylized moving comic book. DC’s influence already speaks for itself, given the high level of content that already exists in the form of movies, TV, comic books, and games. Lastly, they used the scarcity tactic, by including a countdown, which counted the days, hours, and minutes until the start of the 2021 Fandome.
Doing it Well
Like Marvel, DC Comics, has stayed true to its core audience. It created an event solely to please their fans. One of the best parts about this social media event was that it was free and highly accessible. DC really put its fans foremost in their planning of the initial event, which is poised to only get better. This event also helps foster positive brand equity when the time comes to pay for movie theater tickets, games, and comic books, as well as tune into the TV series.
Not only was the DC Fandome event free and accessible, there was enough good content to attract and keep their audience’s attention. Or else the event would not have been #1 on Twitter for eight hours. That’s a long time to keep fans glued to their screens (phone, tablet, computer, Smart TV). It basically meets each fan’s belongingness and love level of Maslow’s Hierarchy of Needs.
Looking Forward
Now, I have not abandoned Marvel. However, I am a huge fan of the DC TV shows on the CW (read: the Arrowverse). While I didn’t get to enjoy all of the highlights of the DC Fandome, the fact that it was streamed and recorded makes it even more successful. I can view, pause, rewind, and even fast forward all of the highlights of the event on YouTube and DC’s other social media pages. I also got to see the trailer of next Arrowverse crossover: Armageddon and got to witness the final farewell of my beloved Supergirl with my tissue box nearby.
As successful social media campaigns go, DC’s got the right idea.
Interested in other brand insights? You can read my last post here.
Hello! I just would like to give a huge thumbs up for the great info you have here on this post. I will be coming back to your blog for more soon.
This is really interesting, You’re a very skilled blogger. I’ve joined your feed and look forward to seeking more of your magnificent post. Also, I’ve shared your site in my social networks!