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Image Entertainment Launches Viral Marketing Campaign TMCnet Contributor According to company sources this will serve as an innovative way to promote the DVD release of Deon Taylor's Chain Letter, which is now available for purchase through Amazon, iTunes and other select retailers.
Chain Letter is a horror movie and hence its marketing initiatives were also designed according to the theme. The "Don't Break the Chain" campaign allows participants to prank their friends by making them receive a frightening phone call on their cell phones. "Don't Break the Chain" will be the moniker for this viral campaign, which was developed, executed and launched by Image Entertainment's creative team. Also the "Screamogram" is a prerecorded message which alerts listeners to Chain Letter's DVD release besides providing purchasing information for the film. Receivers will be then alerted by text message as to who among their friends sent the call in the first place, explained the creative team.
Steven DeMille, senior vice president of marketing at Image Entertainment said, "We are always open to experimenting with innovative and out-of-the-box tactics to support the releases of our DVD titles."
"The 'Don't Break the Chain' campaign was a great exercise for us, both in ideation and execution, and we hope it will appeal to Chain Letter's target demographic," DeMille added.
Chain Letter was released on DVD on Feb. 1 and will be made available via Amazon and iTunes. The "Don't Break the Chain" viral marketing campaign, supporting Chain Letter's DVD release can be accessed at www.chainlettervm.com or at www.chainletterthemovie.com.
Image Entertainment is an independent licensee and distributor of entertainment programming in North America providing approximately 3,200 exclusive DVD titles and approximately 340 exclusive CD titles in domestic release and more than 450 programs internationally via sublicense agreements.
It was revealed that for most titles, the company possesses exclusive audio and broadcast rights besides also digital download rights for over 2,100 video programs. It also encompasses approximately 400 audio titles containing more than 6,000 individual tracks.
Image Entertainment the U.S. entertainment programming distributor announced in October 2010 that it has taken over Madacy Home Video, the video unit of Madacy Entertainment, to expand its video library.
Shamila Janakiraman is a contributing editor for TMCnet. To read more of Shamila's articles, please visit her columnist page. Edited by Janice McDuffee |