News
Disney Buys Twitter Placement for 'Sorcerer'
By Robert Marich
July 14, 2010 – Walt Disney is making a paid ad buy on Twitter to promote the Friday premiere of Sorcerer’s Apprentice, expanding on a Twitter push that launched the studio’s mega blockbuster Toy Story 3, says Advertising Age. The big-budget Disney film Sorcerer's Apprentice opens in theaters today.
“The studio, which was the first to try Twitter's ‘promoted trends’ ad unit to advertise Toy Story 3, is also the first to try Twitter's new @EarlyBird service, a sort of ‘deal of the day’ promotion announced by the company last week,” says the Ad Age story by Michael Learmonth. “At around noon, Disney will send out a message on Twitter offering a two-for-one deal on tickets purchased on Fandango; Twitter will re-tweet the offer through @EarlyBird, which Twitter envisions as a promotion for marketers with a product or service with a limited shelf life where word has to be disseminated quickly.”
Says an LA Times article by Ben Fritz, “Moviegoers who use a special code when purchasing tickets from Fandango.com get the discount, for which there is a limited supply…in a movie that distribution and marketing executives say is highly unusual.”
Sorcerer’s Apprentice reportedly created great marketing angst at Disney when the fantasy yarn, starring Nicolas Cage, reportedly tracked poorly in initial pre-release marketing surveys. Disney reportedly revamped ads and pumped more into ad buys and tracking improved.
For full text, click links below:
www.deadline.com/2010/07/sorcerers-apprentice-now-tracking-better/
www.marketingmovies.net/news/new-media-enthralls-marketers-but-audiences-spotty/
www.marketingmovies.net/chapters/chapter-3-paid-advertising/
finance.yahoo.com/news/Disney-Interactive-Studios-bw-2519278144.html