Sony Pictures has launched an interactive campaign to promote the release of its latest film 'Marie Antoinette'.
The online campaign is targeting 16- to 25-year-olds with banner, MPUs and flash overlays, which will run across youth-orientated and social networking sites such as Piczo, Get Lippy and Refresh.
The sites will run interactive promotional activity including SMS and instant message campaigns in addition to competitions offering users prizes such as a trip to Paris and Sony Walkmans.
Natalie Wilkie, account director at Spinnaker, said: "Our challenge was to speak to our target audience, creating a strong campaign which encompassed the aspirational nature of today's youth culture and the decadency of the period in which Marie Antoinette is set.
I have some big worries about this sort of push promotion. Where is the conversation? Where is the interactivity? Where is the community? Why is Sony shouting?
In PR we can do much better.
"speak to our target audience" - that says it all - this kind of activity is seen as talking to, not conversing with an audience.
ReplyDeletethe only interactions are in fulfilling offers etc, not engaging in meanigful dialogues
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