Web 2.0 Advertising
Fox is using a new strategy in advertising their new teen movie John Tucker Must Die: the movie website is on MySpace.com.
Originally, when Fox bought MySpace most people were unsure of what the play was. MySpace didn’t have a clear revenue model, but it was immensely popular. I had thought the play was to do passive market research: data mine MySpace for fads and trends that could allow NewsCorp to respond very quickly and launch successful products.
It looks like Fox is trying a more proactive approach to using MySpace for marketing. By giving the movie a MySpace presence, they can use Web 2.0 elements like blogging and tagging to easily spread word about the movie. Plus it’s a very cheap method compared to traditional TV advertising.
If you do check out the movie’s site, you’ll see that John Tucker has 79,793 linked friends and 1697 people have left a comment (at the time I wrote this). I wonder how effective this advertising will be and if there’s a way to cleanly measure its impact.
Defenestrating Things into the Bivouac » Google, News Corp, and MySpace wrote:
[...] Those folks at News Corp sure are smart. In addition to using MySpace as a marketing tool, they announced today a partnership that will make them hoards of money. Google will provide all the text, display, and search advertising and pay News Corp $900 million from the AdSense revenue. To put this in perspective, remember News Corp bought MySpace for only $580 million. [...]
Posted on 07-Aug-06 at 11:41 pm | Permalink