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The selection of social media profiles outside the linking area of a movie official provides a transparent indication of the studio’s marketing specialist’s priorities.
Years ago, they added links to MySpace. Twitter, Facebook and Instagram are the norm in those days, and some add Snapchat or WhatsApp buttons. This week’s John Wick 3: Parabellum online page offers something new: a link to a sub-repertoire of the film franchise.
At the time, while online content marketing still ruled through blogs, RSS feeds and other “Web 2.0” innovations, the guilty practitioner’s reaction to someone who suggested some compromise on Reddit: “No, and never mention it to anyone. He advised you. Even the full disclosure of who you were type and the conflicts of interest you might have wasn’t enough, even if it’s already a smart practice to leave blog comments and other contributions to ongoing conversations with consumers.
Marketing specialists understood that there was a potential price to unlock when contacting the network that turned Reddit on the main page of the Internet ten years or more ago, but they also knew that the same network reacted very badly to anything that smelled of lack of authenticity or strength.
If the map of the first Internet had Reddit marked with a transparent “Thar be dragons” warning, the company has worked in recent years to make those waters a little less useless for marketers looking to succeed in the site audience. Owners should deserve their prestige as the third most popular site on the Internet (behind Google and YouTube) and therefore have brought a variety of video advertising formats, local and others. Sometimes those updates and adjustments, resulting from control adjustments or dismissals of key staff members, have disappointed users and agencies.
It is not known to what extent Lionsgate is officially r/JohnWick and the verbal exchange is taking position there. (I contacted Lionsgate to make a comment, but I still have to listen). The thread moderators are longtime members of Reddit, with seven or 8 years of activity there, and there is no open movie mark on the homepage, nor is there any. articles that take a transparent, marketing-focused view by sharing new documents.
In fact, the subreddit turns out “fine,” as you’d expect from a community-led verbal exchange on Reddit. Members show percentages of official advances, as well as their own fan art or memes with the Wick theme. There are even several publications that refer to illegal downloads/broadcasts of this film or the first two films in the series.
It seems that these most problematic messages are not enough. This reflects the preference that this new edition doesn’t fall victim to the same fate as other films that have tried to collide with particular Disney superproductions. It’s a match that films like Long Shot, Missing Link and others haven’t won, even if they have their own notoriety.
The studios, along with other entertainment companies, have been sending skills and creators to Reddit for years to participate in the site’s popular “AMA” conversations. Sometimes those efforts end, sometimes Woody Harrelson walks away from a query when the questions are about anything other than the movie he seeks to promote.
Assuming it’s a community-driven painting, it marks one of the first times in 15 years of writing about movie marketing campaigns that a studio has connected to an unsold platform. In recent years, studies have worked less for their “own” platforms, especially official Internet sites that now have little information. These sites highlight controlled channels like Twitter, Facebook and Instagram, where they focus videos, links to news articles and other updates, add promotions for sponsored filters on Snapchat and more.
One of the main reasons marketing specialists in general have been reluctant to do so is the concept of “brand security,” a fear that has been vital in the sector in recent years regarding social media and the general public. Brands do not need to be noticed as financially, or even philosophically, approving meaningless content and messages. These fears, which for years have been the engine of corporations that give Reddit a giant place, have led some to leave YouTube, Instagram and other platforms.
It now turns out that Reddit’s crusade is easier for advertisers and marketers to use. eMarketer has projected that it can generate approximately $119 million in ad revenue this year, a figure that will increase over the next two years as user expansion continues. An update to and their cellular app in 2017, as well as the recent appearance of ads on the homepage, have helped bring this accumulation of profits to life, as well as the most particular presentation of agencies.
It remains to be noted whether this experiment will be repeated elsewhere or whether the Lionsgate club will prove that Reddit remains a third lane full of electricity.