The social strategy for the motion picture “Ted" was an integrated and immersive campaign spanning across multiple platforms and digital avenues. Utilizing Facebook, Twitter, Tumblr, and the official film website.It was our goal to have Ted represented as himself - in his voice and truest to character across all platforms. Online, users easily fell in love and connected with the raunchy, yet sincere, teddy. On Facebook, Ted now has more than 7 million likes and there were over 1 Million “people talking about" Ted week of release. Through a series of Ted “eCards" that added Ted’s spin to the traditional satire of the medium, these posts received between 40K-100K engaged users each. Moreover, every post by Ted had a 3-5% virality rate. The “My Wild Night with Ted" Facebook application further allowed users to upload personal photographs and insert various poses of Ted creating a unique experience as if Ted was there. To date, there have been and more than 500K engaged users of this app. On Twitter, daily posts gave followers (230k to date) Ted’s take on current events, and his Tumblr opened up visitors to Ted’s innermost thoughts. Ted also had a strong social presence in the mobile space and with the “Talking Ted" application for iOS and Android phones, users could re-mix and record videos of ted that could easily be shared with friends and interconnected with major social media outlets. To date, there have been 3+ Million downloads of the Talking Ted app. Combined, this campaign contributed greatly to a $56 MM opening weekend of the film and current $200+ MM total box office domestically.
Official Site: www.tedisreal.com Official Facebook: www.facebook.com/tedisreal Official Twitter: www.twitter.com/whattedsaid Official Tumblr: www.tedsfuzzythoughts.com My Wild Night with Ted Application: www.mywildnightwithted.com Talking Ted Mobile App: http://itunes.apple.com/us/app/talking-ted/id532604210?mt=8 Mark Wahlberg birthday video: http://youtu.be/sbIEJgky5kA Ted eCards: https://www.facebook.com/photo.php? fbid=437852629582468&set=a.372999862734412.89672.317928348241564&type=3&theater
