You have no idea how much work goes into these. So please read them as they’re a great way to make sure you’re in the know on the latest stuff that’s going on. We may not cover every single new, shiny object that flits across the path, but we do offer insights on the stuff that’s applicable and important. So we have that going for us.
There are a lot of good points made in this story about research into how moviegoers use their mobile devices for a variety of purposes. But the one that stuck out at me is that 87 percent of those people used their phones to further research a movie they’d seen an ad for elsewhere.
There’s always been a gap here in terms of fully utilizing the mobile experience. Too many times there not much waiting for people on a mobile-optimized site or even within an app. There’s little to continue to feed the initial excitement that comes with seeing an awesome trailer and wanting to learn more beyond, say, watching the trailer again or a simple cast list. It’s a missed opportunity.
Tumblr has hired a director of media to help sell the value of the platform to Hollywood studio execs looking to market their movies to the young people who have flocked to the social blogging platform over the years.
You can easily take the perspective here that not only is Yahoo, which owns Tumblr, looking to maximize their ad revenue in an important entertainment vertical but that they’re pouncing on some Facebook weakness. A story a couple weeks ago centered around how Facebook was having trouble getting movie studios and their agencies on board as advertisers for any of a number of reasons.
But there’s also the risk that they’re jumping on this a tad too late. A handful of stories in the last year have purported to show Tumblr’s popularity, particularly in the younger demographics, is starting to wane, in part because of more frequent advertising. Still, TV studios and networks have been all over Tumblr promoting their shows, so it makes sense for the social blog to go after more entertainment dollars.
Some great stuff in today’s PNConnect Weekly Reading. I highly encourage checking it out.
First we had Real Time Marketing. Now, according to David Griner at Adweek, we’ve got what I’ll call “Faux Time Marketing.” You know what we’re talking about, those times when a brand appears to be drunk, or texting with mittens on, or when they share a fake image on Twitter just to get a reaction out of people, knowing full well that it’s not real.
Griner’s point/question – and it’s a good one – is that brands who may be aiming to be overly clever but are sacrificing some level of trust in the quest for Mashable headlines or other attention. He points out that while the controversial tweets got lots of attention, the follow-ups that clarified what exactly the brand was going for received far less, meaning some percentage of people really think Barbie was going to be on the Sports Illustrated Swimsuit Issue cover, or that JCPenney was drunk during the Super Bowl, not just having a laugh.
The important thing, something that I always try to keep in mind, is the old reliable “Do no harm” motto. While I’m always a big fan of comedy that makes the teller giggle (MST3K, Letterman etc) the reality here is that we’re not in a comedy format. Sure, we as brand marketers and social media strategists can be funny in the copy we write. But there is a limit to how far that can go before, yes, it begins to impact the trust the audience places in us. That’s especially true if the brand itself doesn’t have a reputation for being super funny or playful as it can come off as inconsistent and therefore jarring for the audience.
Adweek’s Gabriel Beltrone has an interesting story about how much the big studios spend on marketing their movies in a given year and more, including the size of their social network audience.
If I were going to quibble with anything in the report, it’s that the “Social Scorecard” section seems to just focus on the brand pages and profiles and not the accounts created for individual movies. Those are important numbers to include since otherwise it looks like they’re messaging to a relatively small group of people.
Trending and interesting entertainment content from Twitter and Vine are about to start showing up on movie theater screens thanks to a deal between Twitter and National CineMedia, according to Variety.
The deal will add a segment to NCM’s “First Look” pre-movie programming that will include curated material from Twitter and Vine, the latter being owned by the former.
While I have issues with the NCM side of this – I don’t know why mainstream media outlets like this, MSNBC or others think pulling in social media will somehow help them be more relevant – it makes a ton of sense for Twitter. For that company this marks a big stake in the ground in the fight against Facebook (and so some extent Tumblr) as they battle for supremacy in the media conversation circle. Each one wants to be *the* place people talk about movies, TV shows and more. If Twitter can get the content people are publishing there in front of a big audience it goes along way toward that goal, as well as the more fundamental “What is Twitter?” issue that has hampered mainstream adoption.