Hollywood Interactive

OPENING THIS WEEK:  Fool’s Gold

This week in movies, Warner Bros.’ Kate Hudson-Matthew McConaughey starrer “Fool’s Gold” opens in theaters nationwide.  Despite lackluster reviews, the movie hopes to hit it big with a duo of big movie stars and a production studio giant to back its excess production and advertising budget.  Although the marketers for this movie knew it was going to take a little more than just repeatedly flashing Kate Hudson’s body on televisions across the nation to get people into theater seats.  The movie needed a more nontraditional campaign to really reach out to its target of younger movie goers.  Where are these people spending most of their time, well it isn’t watching television.  They spend on average over half their recreational time online, especially engaging with interactive social networking sites such as Myspace and Facebook.  Therefore instead of hosting promotional events on the streets or in malls, “Fool’s Gold” promotional team took it online with a variety of games and contests users could interact with and feel a bit more connection with the movie’s brand personality.

An example is the flourishing growth of Facebook applications users can now add and interact with on their accounts.  Now prior to seeing the movie people can add this game, and steal or horde their own precious booty from their friends across the country.

 

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Also multiple contests and local give-a-ways of course were part of the promotional campaign, but none made more sense with the brand than the partnership with Atlantis tropical resort and hotel.  Too often brands and their promotions rarely actually match up or make sense, but in my opinion this movie did a fair job of reaching out to their target audience in a nontraditional way with relevant content.

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~ by cuatrocebra on February 7, 2008.