Digital Marketing at the Golden Globes 2019: Our Winner for Best Marketing Campaign – Comedy/Musical

Marketing Campaigns 2019 Golden Globes
As the Golden Globes are quickly approaching, we decided to offer our take on the 2019 winners in the comedy and musical section based on their marketing campaigns. With a variety of outstanding options, it was difficult to pick the best, but keep reading below to see who we think ranks number one!

Crazy Rich Asians

This film follows the romance between Rachel, played by Constance Wu, and Nick, played by Henry Golding. As their relationship becomes more serious, Nick is ready to fly Rachel out to Singapore to meet the majority of his wealthy family.

  • The campaign for this movie mainly focused on promoting the film through a variety of interviews. So far, there has only been one official trailer and one corresponding movie poster that highlights the tone for the film.
  • The campaign teamed up with a various promotional partners like Visit Singapore, the Knot, Peach and Lily, and Bag, Borrow, or Steal. The promotions available to prospective moviegoers were random drawings for movie tickets, movie-themed makeup and nail polish, and a variety of social media marketing efforts on Twitter highlighting some of Singapore’s most sought-after areas.
  • On the social media channels, the movie provided ample content featuring posters and snippets from the movie encouraging viewers to guess the scenes and more. On Twitter specifically, the film’s account has a total of just under 30,000 followers. Much of the content that is reposted highlights all of the accomplishments the movie has gained so far.

Some of the most important interviews about the movie came from Entertainment Weekly where the cast was able to emphasize the importance of the movie and the heritage tied to it. Overall, a thorough marketing campaign.

The Favourite

Set in England in the early 18th Century, this film stars Emma Stone as Abigail Masham who is a servant and caretaker to Queen Anne, played by Olivia Colman. The queen’s trusty aid, Lady Sarah, played by Rachel Welsz, must take over the political structure as the war between England and France progresses. With Masham stepping in for Lady Sarah, the two fight over the title as the queen’s favorite.

  • On the movie’s social media platforms, the content is anything but intriguing, with few insights about the film.
  • The film currently has just over 4,000 followers on Twitter. Although the content is not engaging, the account posts quite often but doesn’t gain much audience attention.

The movie released an official and teaser trailer and had a budget of $15 million. On November 23, The Favourite was released in theaters worldwide generating a revenue slightly over $6 million so far.

Green Book

Based on a true story in the 1960s, Green Book is the tale of an African-American pianist and a Caucasian taxi driver, and their trip to concert tour spots located in the South.

The film marks something of a departure for director Peter Farrelly who created classic broad comedies like Dumb and Dumber and There’s Something About Mary. Green Book touches features more subtle humor with a strong historical background.

  • The film’s social media presence is interesting, especially on Twitter. There seem to be two different accounts for the movie, one with 140 followers and the other with just over 2,300. It is interesting because the content on both accounts are very similar, but in both cases, neither account has a surplus of followers or audience interaction.
  • The digital marketing promotional work produced one poster showing both of the main characters, while a partnership with Fandango launched a sweepstakes. There is one official trailer accompanying the movie and with a budget of $23 million, the film is so far expected to top just over $24 million.

Mary Poppins Returns

As a sequel to the childhood classic, Mary Poppins Returns follows the adult Banks children meeting Mary Poppins once more. After getting the news that their house is being repossessed, Mary Poppins comes to the rescue to take the Banks family on a magical adventure.

  • With one official trailer and multiple teaser trailers released, the movie has gained a lot of attention from those that have grown up with the story of Mary Poppins, something the marketing team has exploited in their efforts.
  • The social media channels are filled with extremely interesting and relevant content as well. The film’s Twitter account for instance is both very interactive with the fan base and other verified accounts. The Twitter has gained around 33,000 followers since its release.

Additionally, the campaign has partnered up with major companies like Subway, 1-800-Flowers, Nissan, HSN and more.


Vice follows the vice presidency of Dick Cheney during the George W. Bush administration, demonstrating the influence and power that Cheney accrued during his tenure.

  • The social media interactions and impressions for this particular movie are very interesting. With six Golden Globe nominations, you would think that the movie would have a lot of followers. However, it does not. On Twitter especially, the account has just over 3,000 followers which doesn’t seem to be that much in comparison to other movies of its kind.
  • The content on the social media channels is very interactive though, with the moderators sharing fan tweets and those of verified accounts as well.

With an overall budget of $60 million, the campaign has released multiple posters, an official trailer, and behind-the-scenes interviews with the cast.

And the Winner Is…

Based on all of the data collected, our winner for the best marketing campaign of this crop of films is Mary Poppins Returns.

With a strong nostalgic push coupled with effective marketing to a new generation, we believe that the movie’s campaign struck the perfect balance, aided by their partnerships with sponsors. We’ll just have to see how the film fares at the other awards this year!

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