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Hollywood Casts AdNectar to Promote Films on Social Networks 09.21.09
New Michael Moore documentary and Jennifer Aniston romantic drama use AdNectar virtual goods to engage social network users
When Michael Moore premieres his new film “Capitalism: A Love Story” on Oct 2nd, many new fans will have heard about the release from their friends after receiving a virtual gift powered by AdNectar. The campaign embedded an expandable movie trailer window into themed virtual items and then seeded those gifts on top applications on Facebook. In addition, AdNectar created a custom application for the film which fans use to send gifts and learn about the film.
The campaign spread news about the movie through the social networks of Michael Moore’s fans; as they sent gifts to their friends, others saw it mentioned on their Facebook ‘news feeds’ and ‘wall posts.’ This voluntary action spurred more people to send along the virtual items and accompanying video. The campaign leveraged Michael Moore’s most passionate fans to promote his film for him, and find other like-minded activists.
The film opens with a limited release in NY and LA on September 23rd. Send a gift from the movie at http://apps.facebook.com/capitalgifts/
Sometimes when you least expect it…
The soon-to-be released drama “Love Happens” starring Jennifer Aniston and Aaron Eckhart also utilized romantic virtual gifts which enabled users to send each other movie-themed items on top Facebook applications. The items were so popular that the campaign generated significant ‘earned media.’ The gifts also featured a link back to the movie’s website, driving traffic and new interest in the film
How can AdNectar help your brand leverage your advocates and fans to distribute video socially?
Posted by Paul Martecchini / Permalink /
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