Raunchy 'Ted' Thrives Online
Oct 24, 2012—The marketing campaign for Universal Pictures comedy Ted emphasized online, where promotional content could be raunchy and outrageous like the R-rated movie. Traditional media such as TV doesn’t allow swear words and overt sexual content, such as this Tweet credited to the teddy bear movie character, “Do I get to have sex with the chick from Brave now?”
The blockbuster Ted has gross $470 million worldwide so far.
A Variety article notes that the outrageous musings of the teddy bear Ted—voiced by filmmaker Seth McFarlane, who is the force behind Fox Broadcasting’s Family Guy animated TV series—could only play uncensored online.
Ted got initial audience traction in cyberspace via a 90-second commercial and message from McFarlane in an April episode of Family Guy. Thus, traditional media launched the film by driving audience traffic to its online elements. “Success is multi-determinant from a lot of things coming together,” says Universal Pictures president of marketing Josh Goldstine in the Variety article. “Certainly, the digital campaign was a wonderful accelerant for the overall marketing strategy.”
To cover online, the third edition of Marketing to Movigoers that will be published in January 2013 adds a full chapter to digital marketing.
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