Marketing a Film to the Web 2.0 Audience
Today’s Internet users are no longer forced to “listen.” They actively participate and collaborate.
They create their own content — on millions of blogs and MySpace™ pages, in YouTube™ videos and RSS podcasts, in Wikipedia™ entries and product rating sites.
They are the “Millennial” generation: consumers who’ve been online since childhood, and are highly visual, intolerant of delay, and deeply unimpressed with “typical” internet marketing. For them, the Internet is not merely an information source: it is fundamentally
social.
So, how do you get their attention?
You need to surround them in their areas where they “hang out”. Whether that means posting some “cool” story on digg, having a MySpace profile that allows them to interact with the characters of the film, or having some land in “Second Life”, you need to engage them in a non-intrusive way that they prefer.
Have you gone mobile? Is your site easily viewable on a cell phone?
People consume content in different ways. Some prefer to read, some like to listen to a podcast while they jog or exercise, and of course, movie trailers are always effective - as long as they appear on YouTube as well as the movie’s main site.
This is where that coveted target audience lives, and if you truly want to create buzz for your project, you must be found in these areas.
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