How have social media and the Internet changed the way businesses (and more specifically, the entertainment industry) approach marketing and advertising? In what ways has social media changes the way fans can interact or get involved with a television show or movie?
One of the best examples I have seen of this social media phenomenon is Frozen. First off, Frozen did a great job at making very catchy and memorable trailers. They made several different teasers for the Internet that drew a lot of attention to the up and coming movie. A lot of these trailers went viral. The Internet has allowed for businesses and movies to utilize their owned media a lot more than used to be available. With these different trailers, Disney then put them up on their social media accounts. This was a very cheap way for Disney to get their media/trailers/news out to their fans. These trailers spread because of fan-based spreading. Those who were excited would share them and soon enough there was a lot of hype about the movie Frozen.
Social media has also made it a lot easier for fans to interact with movies--and in this case Frozen. There were a lot of very positive reviews about the music in Frozen. Then a few weeks after the movie came out with some exciting news:
Even more hype was drawn to the movie because of the announcement of a musical. Fans were really excited.
Since the movie has come out, people have been inspired by the music and because of social media have been able to show off that inspiration. Youtube is full of Frozen Music covers. Social media has allowed people to create their own #frozenmusic and share it with the world and with Disney.
How has social media allowed the entertainment industry to shift more of the load of advertising and marketing to the consumers?
This example has been used in class before, but it is perfect! Doritos really figured out how to make their consumers a direct part of their advertising--they had them make their advertisements! By having their own customers be their advertising creators they could spend significantly less time, energy and money on coming up with their own ideas for their superbowl commercials. The contest has been wildly successful and has a crazy number of participants every year.
The creativity has been shifted from Doritos to their customers and fanatics. What a brilliant way to have customers show their brand loyalty.
2014:
2013:
Frozen is such a good example! My friends and I hadn't heard of it at all until we saw some friends post the soundtrack on Facebook. I knew some of the songs before I even saw the movie. The movie was like a big surprise for everyone, and now everyone has seen the movie or chuckled over the little girls singing the song. Social media is such a good ally for businesses.
ReplyDelete