What was the marketing strategy for Toy Story 3 involving Facebook?

• A. Releasing behind-the-scenes videos on Facebook Live.
• B. Running a monthly photo contest on Facebook.
• C. Organizing cliffhanger screenings at college campuses to promote the film.
• D. Announcing the film only via Twitter.

Answer: (C)

Think about how a film can turn social media into buzz by creating shared experiences. The best answer shows Toy Story 3 using Facebook to amplify a live offline event—the cliffhanger screenings at college campuses—into a mass online conversation. This kind of experiential marketing relies on a memorable moment that members of the audience will want to talk about and share on Facebook, turning attendees into advocates who post reactions, photos, and comments. By targeting college students who are highly connected online, the campaign builds peer-to-peer buzz that spreads beyond the initial event and grows anticipation for the film’s release. The other options fit less well because they hinge more on online content alone or on a platform other than Facebook, without tying the online activity to a tangible, shareable event or to a specific release window.