Web 2.0 & The World's End

How have social networking sites (web 2.0 sites) been used to promote / market The Worlds End film?

The film has a facebook site which uses a variety of different techniques to target the audience, for example on November 22nd 2013 they promoted a live Q&A about the film with the director Edgar Wright:

Another technique the facebook site has used is to promote the boxset of the film over christmas time, this technique has been used to boost sales and profit for the film.

A third technique the facebook site has used is that the site frequently mentions the other successes of 'the cornetto trilogy' - Shaun of The Dead and Hot Fuzz, this technique has been used in order to appeal to the audience from those films as well as a new audience.

How have audiences used social networking sites to get involved with / connect with the film? Why do you think audiences do this?
The film has both a Facebook page and a Twitter account, the use of these two web 2.0 sites makes it easy for the audiences to get involved and connect with the film as they can freely post their opinions and thoughts on the film and also discuss their thoughts with other fans of the film. They both allow audiences to show their interest and love for the film.
Audiences do this because they want to show their appreciation for the film, or perhaps also want to share some negative criticisms towards it.
Here is the films Twitter page:

 Tweets found on this page are similar to that of the ones found on the Facebook page, advertising the DVD and boxset and also talking about certain elements of the film and what they represent. Eg, the pub signs.

The Golden Mile also has a Twitter account in conjunction with the film. It is an account that set up a scavenger hunt in which each pub sign from the film was featured on various websites and fans of the film had to find all the pub signs so they could have the chance to win a preview screening of the film. This is a fun and new interactive way of engaging audiences.

Does this reflect how you connect with films? If yes, provide specific examples. If no, why not?
No, this does not reflect how I connect with films. Perhaps when I was younger I would like a page on Facebook, but as I do not use Facebook much anymore that would be pointless as I would never see the updates. I don't watch films very often and I'm not really interested in the extras and behind the scenes of films.