What makes for a killer movie campaign?
Since beginning digital creative agency Ralph in London in 2006, my colleagues and I have immersed ourselves in the world of entertainment marketing, based upon our business objectives and our interests in the promotion of movies, television shows, and video games.
At Ralph, we feel that digital is the obvious channel for marketing movies: It's where the audiences are, and it's where they spend most of their time -- either online or on mobile. Movies are also a social experience. They are something we want to share with friends and family, something to get excited about and look forward to.
To us, a digital campaign should become an extension to a movie. It should give the audience something they can engage with and be entertained by. It should provide bespoke content and features, as well as exclusives to make the user feel special and want to share that cool piece of content they have just found. It's all about entertainment -- that's what we are promoting. And the digital campaign should always do justice to the movie it supports.
Most audiences are very web savvy and engaged by cool, bespoke, cutting-edge creative combined with the latest technology. Sadly for Kevin Costner, we have also learned that it's not necessarily true that if you build it, they will come. Rather, it's about taking it to where they are already hanging out and spending their time, and giving them a damn good reason to interact with it.
With that introduction, here are four recent movie campaigns we feel are especially noteworthy, for different reasons.
