I was reading AdAge, as I typically do, and came across an article on The Twilight Saga: New Moon and the advertising efforts they were engaging in. One particular ad caught my eye and made me think, “That’s a really bad and annoying idea.”
New Moon has partnered with MySpace to post its full page ad that literally takes over a person’s homepage. Not only that, but, pictures of the characters from the movie will appear in the corner of every page. Talk about intrusive – have the advertisers heard of “pop-ups”? Because this ad is looking scarily close to an enormous pop-up. And what do we do to pop-ups? Block them. Why? Because no one cares about them and, frankly, are annoyed at having to click the X in the corner of the pop-up to make it go away while trying to access the internet page they were after in the first place.
Another thing the ad agency should have thought of – its social medium. MySpace? Really? I’ve heard it referred to as the “white trash version of Facebook.” Does anyone even use it anymore? My theory here is that the advertisers approached Facebook about doing this ad on the site and Facebook (quite rightly) said no. So then they went to MySpace (which I understand is trying to reinvent itself as an entertainment-centric social platform - good luck).
Now, they did do one thing right with the ad, and that was to offer a free soundtrack remix through Apple’s iTunes if a consumer buys a movie ticket online. That’s great interaction with a customer and definitely makes the idea of buying a movie ticket online a better alternative to buying in the theater. The only thing they should have thought of was not putting it with one large pop-up on a dead social site.
This ad had the beginnings of a good idea. If the company had put more interactive links on the ad (such as links to character blogs, Twitter feeds – which, come to think of it, I don’t think they even have) and placed it in a better spot, or even its own site, consumers might have been more excited at seeing a large ad pop-up. Perhaps the agency should have looked at another vampire-esque show (True Blood) and taken note of their amazing ad campaign.
Overall, I rate this as a complete fail by an agency to promote, what should be, the easiest movie to promote in years.