Integrating Social Media – An Example

by | Feb 3, 2015 | Social Media | 0 comments

Filmmaker Louie Schwartzberg, Paul Stamets, Dr. Andrew Weil and others are developing a full-length film about mushrooms. The trailer for “Fantastic Fungi – Forbidden Fruit” features spectacular time-lapse video of growing mushrooms with Paul Stamets discussing his view of the fungal kingdom and its relationship and importance to us and the world around us.

Beyond the film, the supporting website,, is a case study in how to do online marketing. Up front it asks for your email address in exchange for a great ebook of fifty fungi facts. That, of course, puts you on their email list for future contacts.

Next, still on the home page, the website defines the target audience as foodies, scientists and explorers so that people quickly know whether or not the material is for them. The home page also offers access to the trailer, a photo gallery and more information about the film. Finally it asks you to “join the tribe” where you can add more information than just your email address to get on the mailing list.

The blog pages all have a menu at the bottom that offers the opportunity to become a “fantastic friend.” In exchange for even more information about yourself and your business and some help with spreading the word through social media you get a listing with a short description of your business and a link to your website (great for improving your Google rank).

The website also incorporates some humor with it’s secret handshake for tribe members, a notice that the producers are planning a crowdfunding campaign that they say is “coming shroom”, and more. All in all its a very nicely done and engaging WordPress website for a broad audience that encourages visitors to spread the word about mushrooms in general and the film in particular. Check it out both for the film and for ideas on how you could better incorporate social media in your marketing approach.