Pitch Perfect 2 – analysing the brand chatter

    Date
    Author Zoe Aresti

Continuing to inspire thought and conversation around film in 2015, Digital Cinema Media (DCM) and FUEL, a marketing data intelligence platform, have taken a look at the social chatter around the upcoming Pitch Perfect 2 movie, revealing exclusive data insights surrounding the film.

Anna Kendrick, Rebel Wilson, Brittany Snow and the rest of the Barden Bellas gang are back in this summer hit, and Pitch Perfect 2 promises all the tunes, drama, and inspirational bonding of the first film. We can expect more a cappella riff-offs and a whole lot more competitiveness as the team face their stiffest challenge yet: the a capella world championships. 

The film is set to target a predominantly female audience (74% female vs 26% male) attracting both teenagers and 20-somethings that like singing and reality TV shows and who enjoy original, offbeat films, with a predicted 1.02m DCM admissions for the May film. This cinemagoing audience is young, upmarket, early-adopting and socially-savvy and the opportunities for advertisers to target this hard-to-reach group are endless, with some of the premium positions in the film, including the Gold Spot still available to be booked into. 

The sleeper hit, Pitch Perfect, made $113 globally and the sequel has been greatly anticipated by fans, racking up almost 30 million trailer views to date. When comparing the number of views of the first, official trailers amassed for each film, Pitch Perfect 2 has seen almost double the number of that seen for the first film! Pitch Perfect’s “The Riff Off” trailer has also amassed 24.5m views since it was uploaded in 2012 and is still being actively commented on, pointing to the lasting power the film has.

When it was announced earlier this month that we can expect Pitch Perfect 3 to hit our screens in the near future, there was also an uplift of 121% on the average daily mentions on social sites, with the film’s dedicated fan base getting excited about the promise of another film in the franchise. 

For brands wishing to align themselves with the film, the themes of pop music, healthy competition and fashion stand out and fit perfectly with an audience familiar with The Voice and X Factor, as well as women’s and lifestyle brands that can be associated with the heavily female skewed demographic. Teen and ladies’ fashion publications, health and beauty accessories and designed jeans also hit the sweet spot. 

Schick and Skintimate are partnering with Pitch Perfect 2 introducing the Rock Your Legs campaign - highlighting great legs and talking about teamwork and women creating something great together.

Seventeen magazine & In Style are examples of publications also managing sweepstakes for fans.

Quite simply, it’s an aca-awesome opportunity to partner yourself with a summer hit! 
Pitch Perfect 2 will be released in cinemas on 15 May.

Download the full infographic here.