Launching Pathe’s Slumdog Millionaire Using search marketing

Published: 07th May 2009
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Using search marketing to build awareness, create engagement and drive traffic - Tug



• Pathe was launching a new independent movie in the UK: Slumdog Millionaire.

• They wanted to use online marketing to build awareness with the public while

also targeting niche audiences such as Indian movie goers and Danny Boyle enthusiasts.

• To support their above the line advertising, Pathe developed a suite of online

marketing collateral including a viral, a widget and a trailer focused microsite

• But how could Pathe cost effectively, gain an online share of voice in the

competitive January release season, create engagement and drive traffic to their online



• Tug developed a PPC campaign on the major UK search engines targeting searchers

interested in: Pathe, Bollywood, Danny Boyle, Slumdog, Indie movies and the like

• Tug launched targeted banners across the Google Content network to build

awareness of the film on a cost per click model. Eye balls were free.

• Tug worked with Google to create click to play trailer ads. Pathe only paid

when the surfer clicked through to the microsite. Banner and even trailer views were


• Tug tested and improved ad copy weekly and included Bafta award and box office

hit messaging when the movie met these milestones.

• A tactical SEO programme was also put in place concentrating on the film name

to ensure top positioning for the difficult to index, flash microsite.


• PPC drove over 75,000 new visitors to

• More than 21 Million ad impressions were served and viewed by targeted

audiences - for free. On a blind network at £5 CPM that would have cost over £100K

• 73,000 movie goers engaged with and viewed the video trailer

• These terrific results cost a mere £13,000 in media spend over a 5 week burst.

• Slumdog Millionaire smashed UK box office records and has won 7 Bafta awards

and 8 oscars!

• Tug are working on an integrated SEO & PPC template campaign structure for

further Pathe film releases.


Creative Search Marketing

77 Leonard Street

London, EC2A 4QS

Tug specialises in Creative Search Engine

. Let Tug show you how to drive engaged traffic to your site with our SEO

services and PPC services.

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