From my man Joe Jaffe's blog today is this little piece of brilliance. The marketing folks behind the new movie "Wedding Crashers" have posted a trailer online with the ability for anyone to modify using their own pictures. They call it "Trailer Crashers" and it is pure genius. Of course you have to try it. You simply upload one or two pictures, it puts your pictures in the trailer and then creates a link so you can spread it virally. You have fun, your friends get a laugh, and everyone sees the trailer to the new movie. Love it! Love it! Love it!
It meets all the criteria for an effective viral campaign: it's funny, it's unexpected, it's entertaining, engaging, not hard sell, etc.
Here's the link to the trailer I made. It stars me (naturally) and my running partner Manny, best known to my friends as "Running Boy."
The one caveat I'll add to this is that, unfortunately, some of the best ideas come for some of the worst shows. This movie looks dreadful, and this crash-able movie trailer was probably born more out of desperation than anything else. Successful and effective word-of-mouth still requires a good product in order to work. Yes, people are going to forward this trailer all over the place, and to that end, this campaign will be successful. But like me, how many people who view it will have absolutely no intention of ever seeing this movie? As is often the case in the world of Broadway and off-Broadway, the advertising is sometimes better than the actual show.