{"id":34961,"date":"2013-06-14T13:00:00","date_gmt":"2013-06-14T12:00:00","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=34961"},"modified":"2020-03-10T17:46:28","modified_gmt":"2020-03-10T16:46:28","slug":"man-of-steel-social-media-analysis","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/man-of-steel-social-media-analysis\/","title":{"rendered":"Man of Steel: social media analysis"},"content":{"rendered":"<p><span style=\"color: #ff9900;\"><strong>Is it a bird? Is it a plane? No, it\u2019s a social media analysis. The Superman reboot <i>Man of Steel<\/i> is in cinemas today, so if you\u2019re lucky you\u2019re reading this on your smartphone waiting for it to start. The latest incarnation has Briton Henry Cavill donning the red cape surrounded by product placements from the production\u2019s 100+ global promotional partners.<\/strong><\/span><\/p>\n<p>Using <a title=\"Cision Social Media analysis tool\" href=\"https:\/\/www.vuelio.com\/uk\/products-and-services\/social-media-monitoring\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cision Social Media<\/a> we can see that the buzz around Man of Steel has been fairly consistent over the last month, but in the last few days the chatter has reached fever pitch. The conversation today has almost overtaken yesterday&#8217;s, with plenty more tweets still expected.<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-34964\" src=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2013\/06\/Superman-mentions-800x348.png\" alt=\"Superman on social media and twitter\" width=\"640\" height=\"278\" \/>The peak on the 22 May came one day after a <a title=\"Superman Man of Steel trailer\" href=\"http:\/\/www.youtube.com\/watch?v=NlOF03DUoWc\" target=\"_blank\" rel=\"noopener noreferrer\">new trailer was released by Warner Brothers<\/a>, which has since had 9.6m YouTube views. The most popular tweet was from Maroon 5\u2019s frontman Adam Levine:<\/p>\n<blockquote class=\"twitter-tweet\"><p>The tag line for the new superman should be &#8220;let&#8217;s try this ooooooonnnne moooooooooore tiiiiiiimmmmmme!!!&#8221;<\/p>\n<p>\u2014 Adam Levine (@adamlevine) <a href=\"https:\/\/twitter.com\/adamlevine\/statuses\/337396750644039680\">May 23, 2013<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\" type=\"text\/javascript\"><\/script><\/p>\n<p>The film has <a title=\"Independent article about product placement in Man of Steel\" href=\"http:\/\/www.independent.co.uk\/arts-entertainment\/films\/news\/superman-is-already-a-170m-brand-superhero-as-man-of-steel-tops-the-product-placement-charts-8651215.html\" target=\"_blank\" rel=\"noopener noreferrer\">apparently managed to claw back $170m of its $225m production budget<\/a> without a single person seeing the film. With such an iconic brand to work with, Warner Brothers are doing their best to cash in on it. But how are the sponsors faring?<\/p>\n<p>Searching for social media mentions of the official promotional partners (<a title=\"Man of Steel official website\" href=\"http:\/\/manofsteel.warnerbros.com\/index.html?partners\" target=\"_blank\" rel=\"noopener noreferrer\">as listed on Warner Brothers\u2019 Man of Steel website<\/a>) in connection to <i>Man of Steel<\/i> keywords, we can paint a picture of the companies who are benefitting from the build-up:<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-34962\" src=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2013\/06\/Superman-Sponsors-800x400.png\" alt=\"Superman Man of Steel sponsors\" width=\"640\" height=\"320\" \/>Nokia are doing the best of the early promoters with almost twice the amount of social media mentions as second-place Gillette. The peak on 6 June is thanks to the release of an exclusive trailer which is embedded on their website surrounded by product information. The video itself features the new Nokia Lumia 925, the Nokia logo on the opening title card and the Nokia logo in the bottom right throughout the other title cards:<\/p>\n<p>&nbsp;<\/p>\n<p>Gillette has thrown itself into the social media mix by posing the intriguing question: \u2018How does the Man of Steel shave?\u2019 With a <a title=\"How does he shave from Gillette\" href=\"http:\/\/howdoesheshave.com\/illette?x=us-en_manofsteel\" target=\"_blank\" rel=\"noopener noreferrer\">dedicated branded YouTube Channel<\/a> and nearly two million views, Gillette has done very well to connect its own products directly with the content of the film.<\/p>\n<p>The Sears peak on the 6 June was a clever PR stunt that seems to have proved successful on the day it took place. World records always seem to make good PR and Sears\u2019 most people dressed as Superman in one place was no different. Using its own building to host the record is a shrewd move that will cement Sears\u2019 connection with the Superman brand up until the record is broken.<\/p>\n<blockquote class=\"twitter-tweet\"><p>We broke the world record today for the most people dressed as Superman in one place! <a href=\"https:\/\/twitter.com\/search?q=%23MANOFSTEEL&amp;src=hash\">#MANOFSTEEL<\/a> <a href=\"https:\/\/twitter.com\/search?q=%23ThisIsSuper&amp;src=hash\">#ThisIsSuper<\/a> <a href=\"http:\/\/t.co\/1cLRBd9etb\">pic.twitter.com\/1cLRBd9etb<\/a><\/p>\n<p>\u2014 Sears (@Sears) <a href=\"https:\/\/twitter.com\/Sears\/statuses\/342383844978208771\">June 5, 2013<\/a><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p>While the other companies haven\u2019t managed to provoke social conversation in relation to the film in the same way, association with a film that is expected to be as big as this is, should bring big benefits after people have seen the film. Warby Parker, for example, have Superman-inspired glasses, modelled on Superman\u2019s alter ego Clark Kent\u2019s iconic style \u2013 something people will only appreciate after seeing the film.<\/p>\n<p>With a film that\u2019s been the catalyst for over 1.5m social mentions in the last week alone, the <a title=\"Box Office Mojo forecasts\" href=\"http:\/\/www.boxofficemojo.com\/news\/?id=3692&amp;p=.htm\" target=\"_blank\" rel=\"noopener noreferrer\">box office forecasts for the opening weekend<\/a> may be set too low. A lot of expectation rests on the shoulders of Kal-El, so it\u2019s lucky for Warner Brothers that he\u2019s a super man.<\/p>\n<p><strong><span style=\"color: #ff9900;\">Graphs and charts made using<\/span> <a title=\"Cision Social Media\" href=\"https:\/\/www.vuelio.com\/uk\/products-and-services\/social-media-monitoring\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cision Social Media<\/a> <span style=\"color: #ff9900;\">via<\/span> <a title=\"CisionPoint pr software\" href=\"https:\/\/www.vuelio.com\/uk\/products-and-services\/cisionpoint\/\" target=\"_blank\" rel=\"noopener noreferrer\">CisionPoint<\/a><span style=\"color: #ff9900;\">\u2019s<\/span> <a title=\"Media Database contact journalists\" href=\"http:\/\/www.bwz.se\/cision\/BizWizard.aspx?o=1#&amp;&amp;\/wEXAQUFY3J1bWIFJDVlZTk5NTc3LTZlOGEtNGE4My1iYTljLWI3NWQ3ZDExMTlmMUg5iy1ffMsVgjSAmN2Qf0YpZTQ+https:\/\/www.vuelio.com\/uk\/products-and-services\/media-database\/\" target=\"_blank\" rel=\"noopener noreferrer\">Media Database<\/a><span style=\"color: #ff9900;\">.<\/span><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Is it a bird? Is it a plane? No, it\u2019s a social media analysis. The Superman reboot Man of Steel is in cinemas today, so if you\u2019re lucky you\u2019re reading this on your smartphone waiting &#8230;<\/p>\n","protected":false},"author":322,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[184,5741],"tags":[4502,4503,4504,75,4495,4496,4497,4498,4499,4500],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/34961"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/322"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=34961"}],"version-history":[{"count":2,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/34961\/revisions"}],"predecessor-version":[{"id":128899,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/34961\/revisions\/128899"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=34961"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=34961"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=34961"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}