Jurassic World is currently the highest-grossing film in the U.S., but not all of the buzz is coming from Chris Pratt or velociraptors.
According to Unmetric‘s Engagement Score, Mercedes-Benz, Barbasol and Dairy Queen were the most engaging brands talking about the blockbuster.
Unmetric found that all three brands usually used #JurassicWorld as the hashtag in their social campaigns, but added their own hashtag (such as #LOVEmyDQ). However, Mercedes did have a Twitter campaign around #UnlockAnAlphaCar, promoting its GLE Coupe.
The most successful campaign Mercedes had around Jurassic Park was a video posted to its Brazilian page and on YouTube. As of June 12, the commercial was the brand’s No. 1 video in the previous 30 days, receiving more than 121,500 total views.
Barbasol played a key part in the original Jurassic Park (spoiler alert: it was the can used to smuggle dino eggs), and the shaving cream brand is back for Jurassic World. They created a microsite for the brand/movie tie-in, but the best engagement Barbasol received was a Twitter contest — giving fans the chance to experience a real dinosaur dig in Wyoming.
The contest was much more popular on Twitter (Unmetric Engagement Score 1,000) than Facebook (358).
Barbasol has also been effective marketing tie-ins on YouTube, as the Jurassic Park video was the brand’s best video of all time — roughly 480,000 views.
Dairy Queen has been using Jurassic Park to promote its Jurassic Smash Blizzard, on TV and social. On Twitter, DQ promoted behind the scenes footage from the movie to great success.
On YouTube, the company’s commercial was their No. 1 video over the past 30 days. Jimmy Fallon even caught wind of the Jurassic Smash Blizzard, promoting it in a tweet, but it wasn’t as successful as DQ’s behind the scenes content (Engagement Score of 64).
Rick Liebling, head of global marketing for Unmetric, commented on the data:
Jurassic World’s opening weekend success proves that done well, movie content that continues a series started more than 20 years ago can drive massive interest. Similarly, social content from brands aligned with a movie can also get high engagement when based on what’s known to work well. This data shows that brands should learn what resonates best on social for diverse global audiences, as well as focus on mainstays such as contests and links to exclusive content.
Readers: Did you enjoy Jurassic World?