Getting People Talking
Buzz marketing is a strategy that aims to capture the public’s attention and get them talking about a film, creating a ‘buzz’ of organic, person-to-person conversation. Unlike traditional advertising, which broadcasts a message directly to consumers, buzz marketing seeks to ignite a conversation that then spreads naturally through social networks, both online and offline. The goal is to turn studio-generated hype into audience-generated buzz.
This technique relies on creating a noteworthy event or piece of content that is so compelling, mysterious, or entertaining that people feel an intrinsic need to discuss it and share it with others. For a movie campaign, this can involve several approaches:
- Creating Mystery: A marketing campaign that intentionally withholds information to fuel speculation. The marketing for the 2008 film Cloverfield, which initially had no title and a cryptic trailer, is a classic example of creating buzz through mystery.
- Seeding Influencers: Studios will hold exclusive, early screenings for a select group of critics and social media influencers. The hope is that their enthusiastic first reactions will generate a wave of positive buzz that builds momentum leading up to the official release date.
- Provoking Conversation: Releasing a trailer with a shocking or controversial moment can be a deliberate strategy to ensure the film becomes a topic of debate and discussion across the internet.
- Stunts and Activations: Employing guerilla marketing tactics, such as a memorable public stunt or immersive experience, can create a real-world buzz that quickly translates into online sharing.
Ultimately, successful buzz marketing makes the audience feel like they discovered something on their own, making their subsequent endorsement feel more authentic and powerful than a traditional ad.