Social Media Campaign Stat Box
: Savage County - Demand It Campaign
: Products and services
: August, 2010
It seems that MTV is catching a ride on the social media bandwagon that corporate siblings such as Paramount had with “Paranormal Activity” as it experiments with new distribution and marketing methods in the digital age.
In order to achieve this, MTV has teamed up with digital information service and marketer, Eventful, to launch a social media campaign for its forthcoming indie slasher film “Savage County”, which it originally had planned to release as a Web series.
Beyond selling ads around the film’s potential TV and digital distribution, MTV is looking to sell international rights and bring in syndication revenue.
Campaign Idea & Objectives:
“Savage County,” by untested director David Harris, is about a group of teens who collide with their town’s dark past when a prank gone wrong makes them the target of a family of bloodthirsty killers.
The cable network, MTV, is working with Eventful to allow folks to “demand” to see the movie at http://eventful.com/competitions/savagecounty2010. If at least 100,000 people want it, MTV2 will air the movie, according to a spokesman (the website simply says “MTV”).
Although MTV doesn’t plan to release it in theaters, it still has added a potential TV run to the mix that would come in October, in time for Halloween.
The campaign quietly kicked off about three weeks ago, and the film has received just over 72,000 “demands” as of yesterday morning.
Note: It probably helps that Savage County is relevant to Eventful users; according to Glazier, well over 3 million of the site’s 15 million registered users have expressed an interest in horror films.
Opinion & Lessons Learned:
A new growing trend seems to be developing when it comes to the latest horror movies. This trend is simple and straight forward: creating specialized social media campaigns of different types and approaches in order to stimulate the audience, ignite their interest and test their reactions way before the release of the movie. Paramount did it last year with “Paranormal Activity” and Lionsgate has recently followed those footsteps as well with “The Last Exorcism“.
Since I am a loyal horror movie fan, I can’t help but support a new way to introduce horror movies and market them. I can’t remember how many times I watched trailers of horror movies that seemed so good yet turned out to be crappy! I think this new way of advertising this movie genre is good since it will connect the social media fans to the movie and give them a chance to promote it and its production company way before the movie is out and the criticism starts to bombard it!
So what can we learn here?
- In some cases, social media can be used to alter the perception of the fans and gain their loyalty about a certain product or service before they even experience it!
- Moving out of the traditional and taking a more creative approach often induces positive reactions and is able to attract attention.
- People love to have power! Even if this movie did not have many fans, the idea that they can control its screening is good enough to get the fans interested!
To wrap up: Have you heard of this campaign before? Would you click the demand button in order to increase the chances of its screening? What do you think could be missing in this campaign?
Looking forward to your comments down below…