21 July 2010 18:01
Multichannel marketers could learn a great deal from the film industry, claims one media expert.
Writing in Econsultancy, social media expert Matt Owen has highlighted how some of the most crucial marketing for the blockbuster Inception happened off-screen.
He attributed the film's surprise success to offscreen marketing including the use of internet blogs and social influencers such as 'Ain't It Cool News'.
While interlinked sites such as this helped spread the news, using fan pages on social networks such as Facebook were vital for boosting the response.
Taking advantage of the popularity of gaming facilities through the creation of games including 'Mind Crime' and including non-networked users on the main site have also been vital strategies.
Mr Owen writes: "The willingness to involve fans and make them feel a valuable part of the marketing experience is something we can all learn from."
Marketers in other industries who are trying to orchestrate multichannel marketing may find that the film industry is leading the way, claimed the social media expert.
Posted by Stanley Jack
