The 'Tweet Your Scream' Twitter campaign was created to promote the film Paranormal Activity which not only engaged the audience with the film but also built up a fanbase for the movie by encouraging the audience to tell others about their experience watching it. This marketing campaign boosted the popularity of the film -which was a low budget and (initially) limited release feature- enormously.
In my own production my group's digital strategy could consist of integrating blogs, a YouTube account and social networking sites like Facebook of Twitter. Further initiatives could be using instant messaging, e.g. using the BlackBerry Messenger service to connect with audiences who want to know about the film's plot and message fans on the release date. Another idea could be linking Twitter accounts or blogs for the characters in the style of the Skins webpage. The digital campaign could function as a network built around a main website (the address of which would be featured on the poster) which integrates the Twitter feed on the character biography page; features clips from the YouTube account on the main page. The purpose of our digital strategy is to explain aspects of the story and characters in greater detail to the audience, making them want to see the film.
We could further interact with the audience using the everyday aspect of the plot and ask Twitter users to post about their worst detentions on the site.
