As the social media phenomenon continues to grow, companies are exploring how social media platforms and other online means can be used to engage customers with their brands and products. Film production companies including MTV and Paramount are no exception.
MTV is looking for a bit of the same magic that corporate sibling Paramount had with Paranormal Activity as it experiments with new distribution and marketing methods in the digital age.
The cable network has teamed with digital information service and marketer Eventful to launch a social media campaign for its forthcoming indie slasher film Savage County, which it originally had planned to release as a Web series.
MTV still doesn’t plan to release it in theaters, but it has added a potential TV run to the mix that would come in October, in time for Halloween.
To help raise awareness and create a sense of investment in the 80-minute film, MTV is working with Eventful to allow folks to “demand” to see the movie. If at least 100,000 people want it, MTV2 will air the movie, according to a spokesman (the Web site simply says “MTV”).
The campaign quietly kicked off about two weeks ago, and the film had received close to 65,000 “demands” by Wednesday morning.
“We’re still in a world where movie and TV seem like the A+ level platforms, so we wanted to add the TV element,” said David Gale, executive vp of MTV new media and executive producer of Savage County.
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