How'd Paramount do it?
First, it ran "Paranormal Activity," the movie produced for just $10,000 that spooked up $22 million and the #1 slot on this weekend's box office, only in 10 cities. Then, it launched a campaign to get consumers to "demand" that it become a national release.
Consumers could vote via mobile text message, Twitter, Facebook, and other social networking sites.
“We were thrilled,” Amy Powell, a Paramount marketing executive, tells the San Diego Business Journal. “We said to the fans, ‘If you demand it, we will bring the movie to you.’ And we did.”
You can bet all the word of mouth sent to Twitter via mobile phones over the weekend helped out a bit, too.
Look for even bigger business this Halloween Weekend - thanks to a campaign so smart, it's scary.
Read more, here.
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