Marketing On Facebook: New Line and R-Rated Content
The other day I wrote about how the film Good Luck Chuck was being marketed on Facebook, and how Lionsgate Studios missed a huge opportunity by not taking advantage of any of the benefits that the Facebook platform offers marketers.
So if Lionsgate doesn't yet "get" Facebook, who does?
New Line.
New Line is being extremely smart in how they are using Facebook to market their upcoming R-Rated film Shoot 'Em Up.
This afternoon the following sponsored ad appeared in my News Feed:
Intrigued by the "See an R-Rated Preview" call-to-action , I clicked on the link was taken to the following sponsored page on Facebook. There I watched the R-Rated trailer.
Okay, so why is any of this significant to marketers? All it is is an ad that links to a trailer. Big deal.
Here's why it's a big deal. The MPAA doesn't allow film marketers to show R-Rated content on the web without verification from the person viewing it that they are at least 17 years old. New Line is the first company that I've seen that is leveraging a benefit built into the DNA of the Facebook platform. It's a benefit that makes marketing R-rated content on Facebook a fantastic idea.
Why?
Because it's a better experience for the user.
Because Facebook already knows that I am at least 17 years old (I told them this when I set up my profile months ago) marketers can now target R-Rated ads and content at people like me without me having to fill out my name, age, and agree that I am at least 17 years old before I see it.
This may not seem like a big deal to some, but it's a C-change difference in how film content is marketed on the web.
Here's what I get when I try to watch the same exact trailer on the Shoot 'Em Up website:
So not only is my user experience better on Facebook then on the web, marketing R-Rated content on Facebook is also a smart business move for New Line when it comes to how they are spending their money. On Facebook, there is zero waste in New Line's media buy. Hard to argue with that.
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