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E! News parties with Salma Hayek on Instagram for Sausage Party premiere

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E! News and Sony Pictures are teaming up to spread awareness for the premiere of the latter's animated comedy Sausage Party by giving at-home viewers an inside look at the red carpet event through the eyes of actress Salma Hayek.

Ms. Hayek is lending her voice to the new comedy Sausage Party, which releases in theaters this weekend. The actress’s Instagram takeover is a part of a full-bodied organic social media campaign to promote the film by giving fans an inside look at the premiere and sharing celebrity reactions. 

Newsfeed domination
Followers of E! News were given a peek into what it is like to get ready for a red carpet premiere by following Salma Hayek throughout her day. The actress took over in the morning of the event and shared images of her routine. 

E! News announced the takeover before the event to drum up excitement for users to keep checking their page on Instagram. The Instagram page posted a photo of the actress’s character in the animation with the caption, “The rumors are true, @salmahayek will be taking over our Instagram as she gets ready for the @sausagepartymovie premiere, stay tuned here to see what it takes for Salma to get red carpet ready.”

Ms. Hayek started out the takeover by providing a photo of herself showing off her new manicure and pedicure, followed by a photo of her getting her eyebrows plucked and attempting to dull dark undereye circles. Other photos at the premiere showed the actress goofing off with costars and laying among vegetables. 

Sausage Party is also gathering tweets and social media posts from celebrity users and reposting them among multiple social media accounts, as well as Sony Pictures. 

Social takeovers
Sausage Party is not the only marketer participating celebrity takeovers. A growing number of millennial-friendly retailers are handing over their social media accounts to celebrities, who are providing a range of content in a bid to drive customer engagement and attract new fans (see more). 

The Hershey Company’s Reese’s brand also took over MTV’s Discover channel on Snapchat as part of its sponsorship of the Woodies awards, leveraging relevant new ads as well as a dedicated hashtag for the event (see more). 

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Brielle Jaekel is staff writer on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at brielle@mobilemarketer.com.

Related content: Consumer electronics, mobile marketing, best buy, contests, olympics, fitbit, giveaways, sweeptakes, mobile sweepstakes, social media sweeps

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