A film about robots and love has the digital world at its fingertips when looking for marketing ideas, and Ex-Machina did exactly that; in the run-up to the film’s release, attendees at the SXSW festival in Austin, Texas were approached by an attractive girl on Tinder (Alicia Vikander, the movie’s main actress) who asked them questions about love and being human, before revealing the stunt and breaking a few hearts.
An easy marketing method that’s free to employ – we like it.
What they did well: They picked the perfect platform – Tinder – as their main marketing hook.
What they could’ve done better: A lot of Ex-Machina’s marketing comes from word-of-mouth recommendations. Perhaps there should’ve been more adverts.
The Tinder tactic
Used the clever force of social media. They advertised on tinder, when someone got into contact 'ava' on tinder they did a mock turing test on them, after they would tell them to visit her instergram which is called 'meetava'. This was promtional page for there site. Because the people who had been in contact with 'ava' were so shocked they would have spread the word, a very original and intriguing tactic of advertising.
Posters
Although there was a few film posters, it was not a very important part of the marketing campaign.
TV and Press
Not only did the Tinder trick gain public interest for the release of the film, but it also gain press attention. The film got a lot of press interviews and gossip about there new and original way of marketing their film.
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