Overture Films promotes upcoming film with postcard marketing campaign
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Toy Story 3 also used postcards to generate exposure.
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9/2/10
When many businesses think of viral campaigns, they think of using web-based platforms, such as social media or YouTube. However, companies can achieve similar effects using print materials, as Overture Films did recently by printing postcards.
The production company recently sent cryptic postcards promoting its upcoming film, Let Me In, to major movie critics and bloggers. The postcards showed a picture of a mountain range in New Mexico, while the backside had a Morse code message scrawled in pencil.
Overture's postcard marketing campaign was successful because it got its target audience to create buzz about its movie. Several major publications, ranging from the Los Angeles Times to Chicago Now, talked about the postcards, helping to generate additional exposure and awareness among consumers.
Pixar and Disney also used print materials for viral marketing to promote Toy Story 3. They posted several fliers on college campuses advertising job openings at Pizza Planet, a fictional pizza parlor in the movie. When consumers visited a link featured on the cards, it sent them to the Toy Story 3 website.
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