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IMDb holds Twitter Q&A to promote Aloha with director Cameron Crowe

The Internet Movie Database is hosting a social media discussion on Twitter with Cameron Crowe, director of upcoming Sony Pictures film Aloha, as it leverages the excitement and marketing surrounding the film to develop a dialogue and trusted brand relationship with consumers.

The question-and-answer format of the discussion allows for users to get involved with the film and creates a substantial connection with consumers, generating a higher probability for them to view the film in theaters. IMDb urged followers to get involved in the conversation and send questions with the hashtag #IMDbAskCameron throughout social media channels such as Facebook and Twitter leading up to the May 14 Q&A. 

"Aloha has such a top line cast that the ability to engage the director in a Q&A with the public could only raise awareness and drive traffic to watch the trailer; the trailer is very well done and shows off the amazing cast and also eludes to a very enticing story line," said Marci Troutman, CEO at SiteMinis, Atlanta, GA. "With the demographic that would be interested in this type of film being predominantly on Twitter, this could very well be one of the important marketing tactics that could give this film a lift. 

"Social media is a critical piece of the overall marketing plan for any brand promotion," she said. "When a brand looks to promote a product, no matter what it is, if they overlook social media there is no question that they will be missing a valuable consumer group."

The Aloha film is a romantic comedy written, produced and directed by Academy Award-winner Cameron Crowe and releases on May 29. The film stars big-name actors such as Bradley Cooper, Emma Stone, Rachel McAdams, Bill Murray and Alec Baldwin. 

Personal promotion
A Twitter account for the Aloha movie was created in addition to a hashtag to enhance promotion of the film through social media platforms. With a cast stacked full of well-known celebrities, promotion through social media is key because these names grab the attention of possible fans, and has the potential to go viral. 

Taking an omnichannel approach to marketing this film is the best way to generate promotion, and social media is an imperative part of that. The discussion creates a more intimate approach as well, fabricating the feeling of personally knowing Mr. Crowe. 

This is one of many Q&As hosted by IMDb, furthering its brand as an authentic publication and source for all things related to film and television. The publication implements many social media tactics to further this image such as revealing exclusive clips and features of upcoming or current film and TV series, reporting entertainment news, did-you-know facts, trivia questions and various other entertainment content throughout Instagram, Twitter and Facebook. 

Features of the film have been shown on Fandango?s YouTube channel for a behind-the-scenes look at production. The film has also re-shared any social media content related to Aloha from brands and fans alike, and shares its own content such as Hawaiian phrases, images and video content from the movie and engagement with the lead actors. 

Social entertainment
For the entertainment industry in general, it is important to leverage social media to connect to consumers. Comic book publisher and film producer Marvel Worldwide Inc. ramped up awareness for an onslaught of new movies coming this summer and next year with Twitter accounts based off its characters in an effort to connect more with fans (see more). 

Also, E!?s new drama series, The Royals, implemented a one-of-a-kind social media marketing experience yesterday on Twitter and locked down its account to provide loyal fans with behind-the-scenes content, sneak peaks, conversations with actors and exclusive material while generating hype for its season finale (see more). 

"There aren't too many pitfalls of a Twitter discussion, unless the topic and subject matter are badly done, in which case it can be shut down pretty quickly as the consumers on social media will not be shy about sharing their opinion," Ms. Troutman said. "The benefits, however, are many, with the right promotion, discussion, engagement, contest or give-away, to name a few options, Twitter can spread virally for a brand in a matter of minutes, and send the viral feedback to all other social media outlets as well with a simple forward."

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer and Mobile Commerce Daily