Christina Warren did a great job on Mashable breaking down the marketing strategy of the motion picture: “Hot Tub Time Machine” which releases in March. More and more, movie studios are recognizing the power that word of mouth (via social media channels) has on ticket sales and the folks at MGM are off to a powerful start in energizing movie fans.
While this campaign’s social media components are well thought out (and you can read all about them on Mashable), the brilliance behind MGM’s marketing strategy is, once again, integrating media across channels.
A couple of times I’ve heard individuals say that “social media should stand on its own” (meaning sans paid media) – I don’t, personally, subscribe to this philosophy. While I do believe that online communities should experience elements of “self fueling”, many noted marketing campaigns that were deemed “social media” had heavy mass/paid media behind them (i.e. Vitamin Water).
And for the Hot Tub Time Machine “social media campaign” (as Mashable refers to it), the (paid) integration with Thursday’s season finale of the Jersey Shore is what gave the campaign its kick-start. Both the thematic tie-in with the show and audience synergies made this media buy brilliant as the TV spot’s voiceover epitomizes, “You’ve watched them in their hot tub all season long. Now get into ours.”
And it should be no surprise, by now, the effect this had on searches (below) for “Hot Tub Time Machine” and mentions within the social Web (above) as a result of the Jersey Shore TV spot.
Searches on "Hot Tub Time Machine" soared the night of the Jersey Shore season finale. (Source: Google Insights for Search).
There will come a time when we stop using the label “social media campaigns” or “digital campaigns” and simply use “marketing campaigns.” Media is much more powerful when it is strategically used is concert with one another. Social media doesn’t stand alone.