Great Move by Universal Studios!

Today on Marketing Profs: Daily Fix, Mack Collier wrote a brilliant account of how Universal Studios “gets it” in his post The Spontaneous Marketing Campaign.

He tells how a representative from Universal Studios called Chris Thilk, who runs the blog Movie Marketing Madness, to talk to him about the new Miami Vice movie. Chris’ blog is highly trafficked and well respected. 

“After Chris makes his announcement that Universal has contacted him, bloggers run with the story. Within 48 hours, upwards of 15 other blogs had linked to MMM, Universal, and Miami Vice. Effectively, these bloggers had created a spontaneous marketing campaign for not only Miami Vice, but for Universal Studios. All because one rep from one company was smart enough to take 30 minutes out of his day to empower one of his advocates to market for his company.”

Looking through the comments on the post is enlightening as well: 

“Part of the unseen, untold story is that each of the bloggers involved (myself included) now has an investment in the success of the movie.” (Mike Sansone, Converstations)

“I shall go to see Miami Vice as my show of support (and really don't have any interest in so doing, but support I must).” CK 

“Exactly. Last week I literally didn't give a damned about this movie, this week I am actively telling as many bloggers as I can about Miami Vice, and how Universal reached out to ONE blogger.” Mack Collier

As Mack points out, “The future belongs to the companies that are smart enough to empower their communities to market for them.”  

Is this something your company is doing? Let us know!!!

Technorati tags: Business, Universal Studios, Miami Vice, Social Networking

Comments

[Mike Sansone]

Ann - I'll echo the thanks for sharing the story (and becoming part of it). This is one idea that continues to multiply.

[J.D.]

And while we're thanking you, thanks for the link :) I bet Chris' head is spinning from all this buzz.

We should all fly to Chris' town and go see the movie with him :)

[Mack Collier]

Thanks for helping to spread the word Ann, isn't it exciting when companies show that they 'get it'? ;)

[Ann Handley]

Thanks for picking up the Daily Fix post, Ann. I especially love that you highlighted the comments. In my view, that's where a lot of the interesting stuff happens on a blog.

THANKS!