From day one with the launch of the official trailer, Facebook played a central role in connecting all parts of the movie's social media presence. The official page hosted public relations photos, links to articles about the movie and its stars, and curated an on-going conversation around a highly-contentious subject.
Twitter connected the movie to the nearly daily real-world revelations and discussions around WikiLeaks and Julian Assange. It also allowed for the quick broadcast of original marketing content.
A street team hit screenings around the nation in the run-up to the film's wide release to conduct digital surveys of audiences as they entered and exited the moive. The data became infographics used as marketing content across all social media platforms.
User generated content played a significant role in celebrating fans and amplifying the power of their networks to reach a bigger audience.
