Create a buzz leading up to the premiere and general release of Justin Bieber 'Never Say Never' film.
Paramount Pictures wanted to create real buzz for the premiere and general theatre release of Justin Bieber 'Never Say Never'. This 7-16 demographic group are fragmented and difficult to reach - they are not consuming traditional media like their predecessors and are spending more and more time in social gaming and networking.
Develop and build excitement around the theatrical release of Justin Bieber 'Never Say Never'. Drive advocacy around the Paramount Picture Club to give users the opportunity to meet Justin! Create a dialogue with Stardoll members and give them the chance to have Justin in their lives.
Stardoll drove 43,000 members to the Justin Bieber 'Never Say Never' virtual premier party. 575,000 received Justin in their suite with a personal invite to join his party - 63,000 replied 'Yes' I'd love to attend! Partygoers were able to customise their party with items inspired by Justin Bieber Never Say Never, including a video player in each party room. A JB club was created for members to join, comment on the film, and receive virtual JB gifts they could keep and show their friends.
Justin Bieber 'Never Say Never' quickly became one the most successful promotions ever on Stardoll, all within three weeks. The JB club attracted over 42,000 fans and 400,000 visits overall. Members attending the virtual parties clicked the trailer 141,000 times and over 6,000 photos of the parties were taken. There was mass interest in the Paramount Picture Club with over 10,600 members joining or logging in.
Paramount Pictures perfectly demonstrated how online and virtual worlds in particular, form an integral part of their media plan. In addition to their own in house media placement they leveraged Stardoll to create a dialogue and engage with their target audience and create excitement prior to the theatre release.