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Analysis, Insights and Infographics
After 35 years in anticipation, Blade Runner 2049 is hitting theaters this weekend and it’s expected to be better than the original, which was hailed a flop. Blade Runner: If you could only see what I've seen with your eyesBut at Networked Insights, we found that when we used our technology to correctly predict election results, sports championships and box office results, sometimes things (and in this case humans) aren’t what they seem. Using our analytics platform MovieSense, we predict Blade Runner 2049, the sequel to Ridley Scott’s cyberpunk classic, will bring in $45.7 million opening weekend. For reference, that’s less than the 1982 original film’s total sales of $32.9 million or $93.4 million when adjusted for inflation. Not surprisingly, Gen X men and male millennials are most interested in it, but that doesn’t necessarily mean there will be droves of dudes heading to theaters on opening night (Thursday), our research has found. Digging into the Data: “We’re not computers, Sebastian, we’re physical” Using Kairos, our social analytics engine and MovieSense, a predictive analytics platform that uses social data to determine consumer awareness and intent, we found that men, specifically Gen X men and male millennials, claim more than 70 percent of the 93,000 conversations during the last week about the film. So far, they’ve had only positive things to say. Networked Insights Blade Runner 2049 Emotions Breakdown Pride, success and desire (want) lead the emotions ranking and it’s no surprise. Their social conversations focus on discussing interesting film facts, or they’re having moment-by-moment countdowns to see the sequel. But more than anything, they’re just contributing to the praise for the film that’s being heralded by critics as a “masterpiece” and “better than the original.” Blade Runner 2049 Tweets Networked Insights Even though males are having the most amount of conversations about the film, not all groups of men are interested in the neo-noir sci-fi flick. Using MovieSense, our analytics platform designed in collaboration with major movie studios, the primary share of voice is being claimed by male millennials and GenX-ers. Networked Insights Blade Runner 2049 Share of Voice “The nostalgia factor appears to be bringing in fans of the 1970’s novel or original film, as most conversation is coming from older demographics like, Gen X and parents,” said analyst Mike Cleary. Using Kairos to understand what’s pulling in male millennials, a new audience for the classic film who also hold a strong share of the conversation, three primary themes emerged:
  1. The film’s genre (sci-fi) tends to engage male millennials more than other groups
  2. Critics they trust are praising the film’s cinematic quality
  3. They watched the original and are seeking closure on the story
However, even though fascination with the mysterious cult film has only exponentially increased throughout the years, even pulling in new audiences, overall, there doesn’t appear to be a high intent to see the film in the theater.

High Awareness, Average Intent: “That’s no way to treat a friend”

Male audiences are not only defying the generational divide, but their excitement is spilling over into other groups. In fact, the overall awareness for Blade Runner 2049, meaning all people who watch movies, far exceeds other recent films within the sci-fi genre. Networked Insights Blade Runner 2049 Cumulative Awareness At this point in the promotional campaign, the cumulative awareness for Blade Runner 2049 has been tracking similarly to Interstellar. Additionally, compared to other films within the genre that shared similar pre-release support like, Terminator: Genisys, Independence Day: Resurgence and Total Recall, it’s showing far greater reach. But consider this, even though the film’s cumulative awareness puts it in the top 25 percent of all sci-fi films, the intent ratio—or the percentage of conversation expressing intent to see the film—is right around average for the genre or in the 47th percentile, Cleary said. Which means, it’s indexing higher than Terminator: Genisys, Independence Day: Resurgence, and Total Recall, but could be better. Networked Insights Blade Runner 2049 Ad Appeal and Awareness “The high awareness but average intent shows that although the film’s promotional material has had a very wide reach, many consumers, who are aware of the film, have not shown a high amount of excitement (with their dollars) to see the film,” said Cleary. Comparing the intent ratio to other films at the same point on their promotional campaign, the promotional buzz could be better. Networked Insights Blade Runner 2049 Awareness Ratio “Blade Runner’s awareness is higher than average for films within this genre, but intent ratio is slightly lower than average,” said Cleary.  “This further explains that although many have discussed the film, the content released has only done an average job at creating excitement to see the film in theaters.”

Box Office Predictions: “You’d better get it up, or I’m gonna have to kill you!”

Using MovieSense, the current prediction for Blade Runner is $45.7 million, which, fun fact, is the same as the actual opening night sales for Interstellar.  For reference, Networked Insights predicted it to open at $46.3 million and actual sales were $47.5 million. “Blade Runner 2049 has out-performed multiple recent sci-fi films at this point in its campaign,” said Cleary. Whatever happens opening night, just know that consumers are fickle, but there’s one truth that remains about the reboot: See you on the other side.  
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Blog
One year ago around Halloween, The Guardian Life Insurance Company of AmericaÆ posted a cute video on Facebook about Halloween costumes that increased their social content engagement by a staggering 655 percent.

By employing a powerful digital strategy shaped by insights based on social conversations, they were able to identify the right audience for their brand (DIY Parents), the right content for that audience (Halloween costumes), and exactly the right time for them to consume it.

Guardian Head of Corporate Digital & Social Mari Pagliughi sat down for a fireside chat with Networked Insights CEO Dan Neely at the Argyle Digital Marketing Forum in NYC last year to help explain why the campaign was such a success.

Halloween is fast approaching, so we thought we’d share some of what we learned about how Guardian drove spooktacular results with this campaign.


The Challenge: Connecting With the Right Audience

Guardian began this campaign in an attempt to grow their social community and increase their audience engagement.

“We wanted to get closer to the needs, wants and desires of the working American, and really bring to bear whatís in the hearts and minds of our consumers and align that with our content,” said Pagliughi.

They had been successfully creating valuable content, but they wanted to garner more engagement with their video content.

Knowing they wanted to go outside the traditional insurance content strategy, they used Networked Insights technology to help optimize their content campaigns, to better understand what their audiences were talking about beyond just products and brands.


The Solution: Insights Based on Social Conversations

Using Networked Insights powerful audience analytics engine Kairos, they found out that parents love DIY crafts involving their kids, and that Halloween not only elicits the year-long-dormant-creative spark in youthful party-goers but in moms of young children, too.

After understanding the audience (parents), and the type of content (DIY crafts), the final key element they needed to know was when exactly they should post the video to provide the best opportunity for engagement.

Analyzing conversation trends, they identified that a lot of the do-it-yourself type content was happening around Halloween.

Digging deeper, they were able to pinpoint the exact day that conversations peaked for DIY crafts with parents and children, which was Oct. 3. With just a few weeks shy of the holiday, parents have enough time to create unique and adorable costumes, like the gumball machine shown in the video below.  

The Results: BubbleGum Baby FTW

When they posted the short video, complete with the items needed for the costume, how to make it, and the full outfit was worn by a baby, the post surpassed usual engagement numbers compared to previous posts Guardian had shared.

“We found there was a real need to be relevant and engaging in real-time and be responsive to what consumers are thinking about,” said Pagliughi.

Within the first three days, the video garnered 40,000 views. This post got more than 1,000 engagements, 655 percent higher than their previous video post. In total, the post was shared hundreds of times, which validates how engaging the content was. Additionally, itís rare for people on social media to be polite and kind to each other, and on this post, almost all of the comments were positive.

“We were super excited to see that there was actual real engagement going on,” said Pagliughi. “We had digital eyeballs we would never have had.”

If you want to hear the fireside chat with Networked Insights CEO Dan Neely and Guardian Head of Digital Communications Mari Pagliughi, click below:


Take a look at the video and share your thoughts with us using #NIGumball. To learn more about Networked Insights and how to leverage a similar process to increase engagement, head to www.networkedinsights

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