October 30, 2013
Carrie advertisement is awesome PR
In the world of movie marketing, TransMedia has become the ultimate calling card. Not just multimedia, but media that expands the story on the screen beyond what people can see at the movies. In an ultimate example of both TransMedia, and modern movie marketing, the producers of Carrie staged an incredible stunt and then put the results online for everyone to share.
The scene was set in a NYC coffee shop. One patron accidentally spills coffee on another’s computer. What happens next – sorry, no spoilers – created an internet sensation, and propelled the upcoming Carrie remake into the national conversation. How did it work…and more importantly, why?
Ronn Torossian, CEO of 5WPR, has the answers:
#1 – It grabbed your attention
The scene in the coffee shop was not only a conversation starter it, was a heart stopping exercise for all those there. Most whipped out smart phones to film what ended up being a movie commercial. They instantly interacted with the media. It wasn’t just a “hey look at this” it was “hey, I can’t look away from this.”
#2 – No revealed secrets
As far as the people in the café knew, it really happened. When they told the story later, the people they told would be looking for a true incident online. And believe me when I tell you, this was one that flat out DEMANDED people look for it. In this way, the preview created a call to action that was impossible to ignore. Hitting that sort of message out of the park, one that people are all but powerless to ignore, makes for HUGE entertainment PR.
#3 – Captured and connected
The production grabbed people where they were and shocked them out of the normal routine. For the rest of the day, if not the week or the month, they will remember where they were when they saw this happen. Connecting with your audience on that level should be the goal of every solid PR campaign. You need to capture, and connect.
This campaign created the sort of viral word of mouth that motivated people to drop what they were doing – literally in some cases – and totally focus on the message being presented. Best of all, the interacted with the content, and never even knew they were being sold. That’s the brass ring right there.