Successful initiative is focused solely on social media.
For the first time in Brazil, EH! Filmes, a movie production company from Rio de Janeiro, focused all of their resources towards the Internet to launch its new film. Como Esquecer (How to Forget) was directed by Malu de Martino and is based on a book with the same title written by Myriam Campello. The marketing strategy consisted of the creation of a blog for the movie, instead of the traditional website, in order to establish a dialogue with the film’s future audience. Through the blog, one can have access to exclusive interviews with the actors and the director, behind the scenes footage, and clips that are part of the film’s soundtrack. The result of all this has been significant buzz around a movie that hasn’t even opened yet.
The blog created dialogue through social media platforms such as Facebook, Twitter, Orkut, Flickr and YouTube. The production company then transformed some of the positive comments about the film found on the Internet into a teaser for the movie. This teaser became news, generating free media for the movie in the city’s major newspapers. In less than a month, the campaign has already reached more than 100,000 people – a relevant figure for Brazilian standards.
This initiative has been so newsworthy because since movie campaigns in Brazil typically begin three months before opening, focusing primarily on traditional media, such as TV, newspapers, radio, billboards, buses and news websites.