I was quite intrigued by Pontiac’s television advertising campaign in which it encouraged viewers to search for Pontiac on Google. In a similar vein comes another campaign by the makers of the movie “John Tucker must die.” What struck me yesterday when watching the commercial on TV was the fact that they did not have a URL of their own – instead, the website that they are using is their page on MySpace.
A couple of things are to be noted here:
The movie is targeted at teens and it makes sense to be on MySpace. However, it is still interesting to see that they decided not to have their domain at all.
The film producers typically do a terrible job with marketing themselves on the web. Many movie names are not “unique” and in the short time that they have to market it, in almost all cases, websites that talk about movies tend to pop up much higher than the official home page for the movie. The key is to start at the earliest you can but looks as if the studios don’t seem to get this part of online marketing.
Despite the enormous traffic that websites like MySpace and YouTube have, they have not succeeded in monetizing them. It appears that new advertising models like this one will be mutually beneficial for both.