DFG Research Group: How social media is changing marketing
Marketing Machine Star Wars - Best Practice for Social Media Marketing
20 December 2015, by Timo Mandler
One of the best practices of marketing strategy is to keep details as a secret as long as possible. Therefor, digital social media become an increasingly important tool. „You can post short snippets in social networks, hoping that fans will react and develop their own ideas about them, and finally share them with their friends, creating a big buzz in the end, as we see it now (with Star Wars)“.
Prof. Dr. Thorsten Hennig-Thurau, member of our research group, comments on the social media marketing strategy driving the Star Wars marketing machine and the latest hype around the epic Science Fiction world for the NDR (in German): http://www.tagesschau.de/multimedia/video/video-141295.html.