This summer I worked in NYC for Paramount Pictures independent movie branch, Paramount Vantage (Babel, No Country for Old Men, The Kite Runner, etc.)You may be thinking, okay what's the point of you telling me this?
Well throughout my summer life either working or playing I came across both concepts that are discussed in Digital Domain and Conversational Marketing.
Zagat is one of my most trusted sidekicks while browsing the streets of NYC and I have always turned to them for advice on where to eat. I also check out Gayot.com.
UGC is applicabable to many many different things such as movies, books, etc. But I find myself always second guessing those critics because those preferences are always extremely personal. HOWEVER, with food, I feel that most of the time food critics are dead on when they give a restaurant a Zagat rating. Come on, anyone can tell the difference between good and bad food so it's handy that a professional is scoping out the place before you drop $50+.
In working in the city life, I did publicity for Vantage's new film American Teen. We relied HEAVILY on facebook advertising.
Not only did we have fan pages for each one of the "teens" but we also had a fan page for the movie, 2 applications, and events going out constantly for word of mouth screenings. We targeted the audiences by summer camps, location, age, etc. Facebook was there to help guide us along!
I can't even imagine any business who targets a youth audience nowadays NOT being on Facebook.
Did you know that movies rely so heavily on MySpace/Facebook? Have you ever used Zagat? I mean, have you ever worked in a place that focuses on these Web sites so heavily?
5 comments:
How popular did the applications become? When Facebook first launched the applications platform, there were some cool and useful applications available. But as time went on the applications seemed to become more annoying.
Now most of the applications are geared toward marketing or advertising and only a small handful seem useful.
AFter reading your post I went on Facebook to see what ad they're sending at me. I see a lot ads for tech jobs and web design services. What's weird is that I'm listed as employed as a web developer on my profile. You're right: the targeting could be better.
The ads that might be more effective are those that involve something your friend has done. They frequently appear on the front page. Here's an example:
John Smith won a $3.00 coupon to Wingos playing Food Friendzy.
Well the applications really became only applicable to the people who actually saw the movie. I mean, thre were probably about 700ish people who had the applications/fan pages. It seems like a relatively large number but I mean, for across America, I don't know.
Also, for the ad targeting...I'm a Spanish double major and get ads about trips to south america ALL THE TIME. It's a little creepy. I wonder their percentage rate for return off those ads are?
@Kim and Will
I feel that the general concept if these pages and applications are great on paper, but in realistically they don't function that, at least I believe so. I would love to see the statistics on how many people actually click on those ads to follow up on further information.
It's like I said in my latest post, after a while I think that it just becomes creepy and overwhelming. Ads are great from a business stand point and from a consumer's eyes, as long as it's not over-bearing. And the problem here is: that line is a fine line.
Check out my latest post on these ads.
Did the marketing end up being effective? Just wondering.
I like facebook when it comes to marketing for events. I know when I see an event invitation in my notifications I never just ignore it. Unlike myspace, Facebook has so little spam the average person is easily susceptible to event notifications they may not care about. Blast, marketing wins again!
Or companies could just manipulate people to do whatever they want... http://www.youtube.com/watch?v=ZyQjr1YL0zg
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