There was a time when movie trailers promoted movies. Recently, and thanks largely to the internet, streaming media, high speed modems and services like YouTube.com, trailers themselves have become products to be promoted. For the most part, this promotion has occurred using the same online channels that turned trailers into miniature features in their own right rather than just another ad. That changed on Monday, 27 June, 2011.
We now have advertising campaigns for trailers on, of all places, the radio.
On Monday, 27 June, 2011 Ryan Seacrest kicked off an unprecedented promotional campaign for the Immortals which hits theaters 29 June, 2011. Not the film. The trailer. The film doesn’t open until November 2011.
Seacrest used his KIIS-FM radio show On Air with Ryan Seacrest to deliver teasers and tidbits about the trailer beginning at 6 a.m. He was also be talking up the trailer through his social media (Facebook and Twitter) and website (ryanseacrest.com). He did manage one tweet about it yesterday:
Also on Monday, Clear Channel‘s on-air personalities airing on approximately 400 stations in 150 markets began promoting the trailer. DJs (if we can still call them that) have been directing listeners to digital networks ranging from their individual station websites to iHeartRadio to Facebook pages to Twitter accounts for information about the trailers, and, almost coincidently the film. The trailer, not the film, will receive prominent placement within the dynamic lead on the stations’ homepages, Facebook pages and Twitter timelines.
Though #Immortals is not trending in the U.S. at the time of this writing, it is being tweeted about, and not just be radio personalities.
Makeup artist & hair stylist @Nichole_McRiley tweeted “the #Immortals graphics and mind-blowing”.
In fact, none of the tweets yet today have been from radio stations, indicating that either their efforts yesterday are working or that the radio types are not big tweeters. Not even the corporate @ClearChannel account has mentioned it. Then again, they haven’t tweeted since 15 June, either. Continue reading… Read the rest of this entry »