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Entertainment is one of the only industries where audiences are constantly looking for its ads. With always-on social media, this has created a large and active community of fans eager to immerse themselves in the world of upcoming releases and willing to share marketing campaigns that express their passion and creative taste.
But in the explosion of content for movies, series, and games, trailers and screencast memes can only take you so far. How do you cut through the clutter and get people involved in and after the launch?
The following methods show how original creative and custom shots can innovate traditional marketing beats and add entertainment value to your event, no matter your schedule and budget.
Boost EPK
Anyone who’s shot an interview or edited a short film knows that you end up with hours of unused footage of boring talent answering general questions about their “preparing for the role.” Unless they gain 75 pounds, learn a new language and live with wolves for three months, the answer won’t be very exciting.
better way? Edit your interview. Work with your strategy, PR and marketing teams to determine which talent perspectives resonate with fans, and let your creative partners develop the most fun and intuitive ways to bring them to life. This can usually be done within the same schedule and budget that you have already booked for the title.
For example, you can gamify interviews like Wired autocomplete series, which injects an interesting hook that reflects their tech-centric brand.Or you can shoot it stylized, like British fashionit expresses their brand’s point of view on fashion and is always intriguing, no matter the celebrity.
Original Content Series
Creating original series that highlight different titles or themes over time is a great example of entertainment marketing. Instead of seeking a place outside your own brand ecosystem, you can create and own digital series as part of an ongoing content strategy.
Branded digital series such as Architectural Digest Celebrity Home Tour or stand-alone series hot It can attract millions of pageviews a day. Netflix’s social channels leverage the appeal of its talent with games such as Battle of Charm. Feature Focus showcases the art and craft of filmmaking through their travel series reel destination, host Alicia Malone tours the filming locations of their upcoming and traditional films. Although more intensively produced, the series resonated with Focus’ moviegoers, garnering millions of views on their social channels.
No matter what content, platform or budget you have to use, if the idea comes from real insights into what your audience likes, you’ll find (and keep) the person you miss through trailers or magazine covers.
Custom Trailer
Conceive and Shoot Custom Trailers Treat the marketing concept as entertainment, creating original short films based on the film or series.Have Working with FX for decades During their show launch, we saw firsthand how they elevate this approach to an art form, releasing trailers ahead of the show’s trailers, which are powered by a unique, provocative and cinematic vision Unify the logo.
This approach can be used for many purposes: bringing in a hot new ensemble cast with stylish, custom scenes (HBO Max’s gossip Girl reboot); by teasing a new premise (AMC’s The Walking Dead S10); expressing the brand’s voice for special events (FXX’s The ultimate sofa movement); or, to protect fans from spoilers and maximize hype, keep it as long as possible. (From the comments, This custom NOPE trailer Stephen Curry does exactly that. )
While the cost of a single custom trailer can be prohibitive, it’s important to understand how a single shot can benefit an entire campaign.Even a one-day shoot, if planned properly, can not only produce a bespoke trailer, but unify an entire toolkit of assets under one visual idea for social, digital OOH, design packs, feature films, and even show the main title ,E.g Our Pretty Little Liars campaign.
Simply put, modularity creates the most bang for your buck.
think about movies
Fans are loyal, but can also be… fanatical, criticizing even the smallest creative misstep. If Marvel fans can complain about the multi-million dollar VFX on a movie, they’re bound to notice that the matte work on your EPK green screen sucks.
Investing in quality, filmmaking ideas not only capture the attention of discerning fans amid a glut of content, but allow for the seamless integration of custom footage with cuts from the show or movie itself, blurring the lines between marketing and content. It has also earned the respect and interest of filmmakers and talent, who are excited to share the campaign on their social channels, which in turn strengthens the marketing team’s relationship with the talent that drives its brand.
When planned properly, events that include original content can lead to more robust, unique and effective campaigns even on flexible budgets, unifying creativity across all platforms while engaging fans in conversation-worthy content they will naturally share with others.
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