Every Child Wants A Pony, Does Every Marketer Want A Pony Movie?
The film Secretariat opens up around the country this weekend. I have always loved horses and I remember when Secretariat won the Triple Crown of horse racing. Although I didn’t own my own pony when I was younger, I was fortunate enough at the time to be able to ride Peperoni Pizza, aka Pete, several times a week. I was even lucky enough to be the barn manager for a highly-ranked team at the Ochlockonee River Pony Club event where the photo on the left was taken (several years ago).
Online and Offline Movie Marketing
Secretariat, like all movies, is an opportunity waiting to happen for all kinds of media. Traditionally, film publicity included newspaper and magazine ads; billboards; bus and subway ads; in-theater trailers and previews; TV and radio ads; and other offline campaigns. The addition of online media into the movie marketing mix adds another dimension of audience engagement. It allows people to “like” the movie on Facebook and share info and trailers with their friends via social media. On the movie’s website audiences can watch film clips and download pictures from the movie to view on their computer or even post as their avatar on Twitter, Facebook, and other social media forums. Some movies even have games based on the movie that people can play and share. Film marketers do an amazing job of encouraging online influencers to share their love of a movie’s brand among their connections.
Brand Advocacy Via Social Media
This “brand advocacy” or implied endorsement of a movie’s brand by sharing among a person’s friends and followers is even easier to do when the movie’s subject is connected to something they are passionate about. Like the small child who desperately wanted a pony being more likely to write a blog post about the movie Secretariat than any other movie when it comes time to write about a different form of marketing. (Hmmm…sound familiar? LOL) I eventually got the horse – at one point we had two ponies and a horse between my daughter and I – and although I was never tiny enough to be a Triple-Crown-winning jockey, there IS a perpetual trophy awarded by the Harford Horse Show Association with my name on it.
Affiliate Movie Tie-Ins
Smart affiliate marketers are taking new cinematic releases like Secretariat and creating banner ads and product offers that emphasize the movie tie-in. An example of a merchant who is capotalizing on the movie by emphasizing the horse-themed items in their banner creative is Leanin’ Tree:
Some marketers are even modifying their product lines to add horse-related items. An great example is how Andrea Levine Designs added horse charms to their dog and cat jewelry can be found here:
Wild Horses Couldn’t Keep Me From Seeing Secretariat!
Mary Schmich, a columnist for the Chicago Tribune, once wrote, “You can map your life through your favorite movies, and no two people’s maps will be the same.” Between the combination of horses and a strong-willed working mom, I believe Secretariat will be a movie that will be included in the map of my life. What are you favorite movies and how do they map your life? Please leave me a comment below to let me know.[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]
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