The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

December 21, 2010 | 2 min read

Number three of Miller's round up of favourite campaigns of 2010 is another slightly off kilter choice, in that it's actually a film. About Facebook. You know the one.

So, yes, we have a great poster campaign: “You Don’t Get to 500 Million Friends Without Making a Few Enemies” is a copy written film exec’s wet dream. Yes, we have some brilliant casting: who knew you could love to hate Timberlake so much and Eisenberg is clearly emerging as the non-comedy Michael Cera. And yes, we learn that Facebook had jack to do with technological advancement and changing the world forever: it was just about getting cool kids to like you and meeting girls.

But for me, the success of this film comes back round to Zuckerberg himself. Instead of getting his rage on about being portrayed as a professionally inept geek who screwed over his best friend, he took it on the chin and embraced the movie. He paid for special screenings of the film for every single Facebook employee globally (and even laid on transport to get them there) and actively left his virtual door open for any of them to ask him any question about the contents of the film. Internal or ‘Behind the Line’ marketing at its very best…

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