When the Bad Boys Ride or Die showed up in cinemas and raked in $56 million in its opening weekend, it was not much of a surprise.
We are in a world where marketing has taken a new dimension. Once you do it right, you will rake in as much revenue as possible.
Again, this latest movie shows what you can do when momentum is in place and you ride with it.
Like they say, momentum is a leader’s best friend.
Influencer Marketing Effect
Although, marketing in our time is a nothing-goes-for-nothing kind of thing, it is often a worthy venture if done right.
A few weeks ago, I began to see the Bad Boys – Will Smith and Martin Lawrence – in remarkable places on social network.
It was an exploit of influencer marketing and they picked a right influencer.
Khabane is one person that can make his followers move in one direction.
Bad Boys Ride or Die capitalised on this to offer movie lovers some captivating videos.
On April 29 Khabane made an initial post on his Instagram page which has over 81.3 million followers.
The caption sounded like it was just about Khabane’s desire to become an actor, but not many were aware that it was an off-shoot for a coming movie.
It read: “A dream come true; it was a pleasure to meet you. Thanks for all the laughs. You are the one that inspired me to work on becoming an actor. One day I will become an actor like you inshallah , I promise you”.
Interestingly, that was the beginning of the drive for Bad Boys Ride or Die on his Instagram page.
Again, on May 14, Khabane made yet another post which he labeled as paid partnership, with the caption promoting the coming movie.
Not many persons will give attention to that part of the content to know that it was an ad.
Principle Of Mere Exposure
Whether or not his followers knew, it was another opportunity to reach a wide audience. That video has over 142 million views.
The principle of mere exposure in marketing explains this process better.
That video got over 10 million likes. That was a huge amount of revenue for Khabane and another push in opening the door wider for the coming movie.
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Finally, Khabane’s last post on the series dropped on May 28.
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Boom! In the first week of June, as projected, the movie dropped and now it has brought in over $56 million.
The influencer marketing coupled with the its engaging storyline and impressive action sequences gave the movie a strong footing for what it is doing. It is indeed shooting for a record.