Entertainment is one of the only industries where viewers consistently look for ads. Always-on social media creates a large and active community of fans eager to immerse themselves in the world of upcoming releases, marketing as an expression of their enthusiasm and creative tastes and willing to share his campaigns will be
But with the explosion of content in movies, series, and games, trailers and screengrab memes have their limits. How do you remove the complexity and keep people engaged during and after your launch?
The following approach demonstrates how original creative and custom photography can revolutionize traditional marketing beats and increase the entertainment value of your campaigns, regardless of schedule or budget.
EPK promotion
Anyone who’s ever shot an interview or cut a short film is left with hours of unused footage of bored talent answering common questions about “preparing for the job.” I know there are Unless they’ve put on 75 pounds, learned a new language, and lived with wolves for three months, the answer isn’t very exciting.
better approach? Edit your interview. Work with our strategy, PR and marketing teams to determine which talent perspectives resonate with fans, and have creative partners develop the most fun and visual ways to bring fans to life. increase. This can often be done within the same schedule and budget that you have already planned for your title.
For example, interviews can be gamified, like Wired’s Autocomplete series. The series inserts fun hooks that reflect the brand’s focus on technology. Or you can shoot in style, like British Vogue, which expresses the brand’s point of view in fashion and is always glamorous regardless of celebrity.
original content series
Creating an original series that highlights different titles and themes over time is a great example of marketing as entertainment. You can create and own a digital series as part of your ongoing content strategy instead of placing it outside of your own brand ecosystem.
Digital series from brands like Architectural Digest’s Celebrity Home Tours and independent series Hot Ones get millions of views a day. Netflix’s Social He channel leverages his talent charm in games like Charm Battle. Focus Features also showcases the art and craft of filmmaking with its travel series Reel Destinations, where host girlfriend Alicia Malone tours film locations for upcoming and legacy films. Although the series is more production-intensive, it resonates with Focus’ cinefile audiences, garnering millions of views across social channels.
No matter what content, platform, or budget you need to work on, if your ideas come from true insight into what your audience loves, you’ll find (and keep) who you miss in trailers and magazine covers. I can do it.
custom teaser
Conceiving and shooting custom teasers literally takes marketing ideas as entertainment and creates original shorts based on movies and series. Having worked with FX on show launches for decades, we’ve seen first-hand how they elevate this approach to an art form, releasing teaser his campaigns before the show’s trailer drops. rice field.
This approach serves many purposes. Introducing a hot new ensemble her cast with a stylish custom spot (HBO Max’s Gossip Girl reboot). It rekindles the waning enthusiasm of longtime fans by teasing a new premise (AMC’s The Walking Dead S10). Expressing the brand’s voice at special events (FXX’s Ultimate Couch his campaign). Or withhold as much as possible to protect fans from spoilers and create maximum hype. (Judging by the comments, this custom NOPE teaser with Stephen Curry did just that.)
The cost of one custom teaser can be prohibitively expensive, but it’s important to see how one shoot can benefit the entire campaign. Even his well-planned one-day shoot is not just a custom teaser, but assets integrated into one visual idea for use in social, digital OOH, design packages, feature stories, show main titles, etc. You can create an entire toolkit for Pretty Little Liars campaign.
In short, modularity helps you get the most out of your budget.
think cinematic
Fans are loyal but also fanatical, criticizing even the slightest of creative failures. If Marvel fans can complain about her multi-million dollar VFX in the film, they should be aware of EPK’s poor green screen matte treatment.
Investing in quality cinematic shoot creatives not only captures the attention of discerning fans in a glut of content, but also integrates custom footage seamlessly with clips from the shows and movies themselves, for better marketing and content. can blur the boundaries of It also earns the respect and interest of filmmakers and talents who are excited to share their campaigns on social channels, strengthening the marketing team’s relationship with the talents who drive their brands.
When properly planned, campaigns with original content can yield much more robust, unique and effective campaigns, even on tight budgets, unifying creatives across all platforms and engaging conversations. Engage your fans with content they deserve and let them share naturally with others.
