Considering the target audience (12-19) for this movie was highly active on social networks, we created a widget for use on these networks. Through a special landing page, users were facilitated to put their widget on their profiles. This widget enabled them to rate their friends as either a ‘lover’ or a ‘loser’, in keeping with the style of the movie. This way the target audience was addressed in an open and humorous fashion, creating a viral effect within this target audience.

By putting together the right combination of a landing page, a widget and buzz marketing this campaign has received a lot of positive feedback. During the buzz marketing campaign we were able to address the most relevant people and parties, resulting in a total number of views of 600.000 for the campaign.