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Aishat lawal (actress)
Over the past few weeks I’ve had a number of conversations with people involved in film & TV marketing about how best to use social media to virtually promote movies and TV series online.
There are a few things unique about marketing films and TV shows. Timing is incredibly important – you must build up as much hype in the short space of time leading up to and around the launch as possible. Another unique factor is that films and TV shows, by their very nature, are content gold mines – a huge privilege when it comes to crafting a powerful content marketing strategy for an upcoming film or TV show launch.
Unfortunately, movie marketing is not a science, but there are a lot of lessons we can learn from those who have successfully (or unsuccessfully) marketed films & shows before us. Below are some strategies, tactics, case studies & ideas for creating an exceptional online marketing campaign for your next movie or TV series.
#1 Pre-Roll Video Advertising
Pre-roll video ads are an incredibly effective tool for drumming up interest and seeding your trailer online. They’re relatively inexpensive, and you aren’t charged if the viewer clicks ‘skip’ within the first five seconds. Using a service like TubeMogul you can easily have your trailer appearing before related videos on YouTube, as well as sites like IMDB, 4oD, Vimeo, and many other sites. The important thing to remember with pre-roll advertising is to give the viewer a call to action i.e. something to do right now. This could be visiting the movie’s Facebook Page and engaging in a social game about the film, or entering a competition to win premier tickets, or perhaps just going through to the movie’s official website to watch the full-length trailer. Of course, the more interesting you can make it for the viewer the better.
#2 Be Smart With Press Junkets
Press Junkets are one of the movie industry’s most powerful publicity tactics. Essentially, these events fly as many key journalists, critics, and reporters to a location where, over the course of a few days, the press can conduct interviews with all of the main actors and directors from the film.
Be smart with who you invite to your press junket. Don’t limit yourself to journalists – they’re not the only people who can create buzz around your film. While the main journalists and critics will be key, you may also want to experiment with inviting influential bloggers and fans to the event. One tactic may be to run a ‘mini press junket’ in all of the major cities that you’re planning to launch in. This will open up huge potential to run a social media competition for a number of fans in each city to attend their local press event and meet the cast.
#3 Do Something Remarkable – The Publicity Stunt
Seth Godin, one of the brightest minds in the marketing world, summed it up perfectly when he said “by definition, remarkable things get remarked upon”. I am a strong believer that word of mouth is the most powerful form of marketing. If you want to leverage viral marketing of any sorts, you must begin by doing something worth talking about.
When Game of Thrones marketed their latest series in the UK, they erected a bus-sized dragon’s head, appearing to have been washed up on a Dorset beach. You can work with a very good costumier to come up with a wow costumer that will go