WSJ: Fox Hides Emblems In ‘Seeker’ Ads

Wall Street Journal Aug. 7, 2007 -- Advertising for October theatrical release “The Seeker: The Dark is Rising” contain hidden signs, which when found enable consumers to gain access bonus material from the family fantasy movie. A Wall Street Journal article says that the emblems are six colorful talisman-like symbols embedded in trailers, commercials and lobby stands. Once found, they allow users to get to behind-the-scenes footage, talent interviews and other walled-off features on the film's website. The treasure-hunt-like contest taps interactivity of new media and also aligns the mystery plot of the movie. Between late July and the movie’s opening, Fox will insert 25 different combinations of emblems leading to 25 different pieces of content on the movie’s website. Jeffrey Godsick, who is marketing president of the film’s producer Fox Walden and who is also quoted in “Marketing to Moviegoers: A Handbook,” tells the WSJ that consumers who avidly follow the hidden signs are a small group, but are dedicated and tend to show up at theaters opening weekend.

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