You may of seen the latest trailer for the film 'Step Up 2-The Streets' on TV. But what I didn't know about that the first movie 'Step Up' and in fact the latest one, is that their success is down to the social networking site 'Myspace'.
In 2006 'Step Up' movie marketers and in fact creators created a community around the film. Online. At Myspace. The trailer says
'In 2006 the Myspace community made the movie 'Step Up' a phenomenon'. In 2007 you get to help us make the sequel'
asking for the public to upload their own video's, either performing dance moves with your crew, dancing solo, and singing. Obvious the best ones got chosen. They got the chance to perform their own dance moves in the movie and sing on the 'Step Up 2- The Streets' soundtrack.
I would presume they asked to do the same for the first movie as well judging by the quote above.
Heres the trailer asking for new moves and songs for the current movie in 2007:
What a way to get some much possible content for the movie, thousands of videos, and a lot of talent. An online casting convenient and easy for everybody involved. Defiantly the brand.
What does this do for the brand? well bang, they have created a community which gets everyone talking within. Taking advantage of their fans social communities. Placing their brand where everyone is, making it easier to target their desired audience. Quickly and directly.
Again the push to pull idea, they provide an web presence that we want to use. We go to them. Once we are there, we can them be subject to more information about the movie, more advertisements, and to register. Taking our email address which they use for future promotions.
We pull them in. It engages us interactively. Its a fun, enjoyable, and potentially rewarding experience. Creates a community around the brand. Takes advantage of social networking, broadband and more compotent users? Sounds like a web 2.0 application to me
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