Launching Pathe’s Slumdog Millionaire Using search marketing

                                                                                         

Using search marketing to build awareness, create engagement and drive traffic - Tug

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Problem

• Pathe was launching a new independent movie in the UK: Slumdog Millionaire.
• They wanted to use online marketing to build awareness with the public while

also targeting niche audiences such as Indian movie goers and Danny Boyle enthusiasts.
• To support their above the line advertising, Pathe developed a suite of online

marketing collateral including a viral, a widget and a trailer focused microsite
• But how could Pathe cost effectively, gain an online share of voice in the

competitive January release season, create engagement and drive traffic to their online

assets?

Solution

• Tug developed a PPC campaign on the major UK search engines targeting searchers

interested in: Pathe, Bollywood, Danny Boyle, Slumdog, Indie movies and the like
• Tug launched targeted banners across the Google Content network to build

awareness of the film on a cost per click model. Eye balls were free.
• Tug worked with Google to create click to play trailer ads. Pathe only paid

when the surfer clicked through to the microsite. Banner and even trailer views were

free!
• Tug tested and improved ad copy weekly and included Bafta award and box office

hit messaging when the movie met these milestones.
• A tactical SEO programme was also put in place concentrating on the film name

to ensure top positioning for the difficult to index, flash microsite.

Results

• PPC drove over 75,000 new visitors to SlumdogMillionaireMovie.co.uk
• More than 21 Million ad impressions were served and viewed by targeted

audiences – for free. On a blind network at £5 CPM that would have cost over £100K
• 73,000 movie goers engaged with and viewed the video trailer
• These terrific results cost a mere £13,000 in media spend over a 5 week burst.
• Slumdog Millionaire smashed UK box office records and has won 7 Bafta awards

and 8 oscars!
• Tug are working on an integrated SEO & PPC template campaign structure for

further Pathe film releases.


Tug
Creative Search Marketing
77 Leonard Street
London, EC2A 4QS
www.tugsearch.co.uk
www.tugsearch.co.uk/blog

About the author:
Tug specialises in Creative Search Engine

Marketing. Let Tug show you how to drive engaged traffic to your site with our SEO

services and PPC services.

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