The marketing campaign for Universal Pictures comedy “Ted” emphasized online, where promotional content could be raunchy and outrageous like the R-rated movie.
Traditional media such as TV doesn’t allow swear words and overt sexual content, such as this Tweet credited to the teddy bear movie character, “Do I get to have sex with the chick from ‘Brave’ now?” in a naughty reference to a wholesome movie.
The blockbuster “Ted” has grossed $470 million worldwide so far.
A Variety article notes that the outrageous musings of the teddy bear Ted — voiced by filmmaker Seth McFarlane, who is the force behind Fox Broadcasting’s “Family Guy” animated TV series — could only play uncensored online.
“Ted” got initial audience traction in cyberspace via a 90-second commercial and message from McFarlane in an April episode of “Family Guy.” Thus, traditional media launched the film by driving audience traffic to its online elements.
“Success is multi-determinant from a lot of things coming together,” says Universal Pictures president of marketing Josh Goldstine in the Variety article. “Certainly, the digital campaign was a wonderful accelerant for the overall marketing strategy.”
To cover online, the third edition of book “Marketing to Moviegoers” added a full chapter to digital marketing.
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