John Tucker's MySpace<< Digicams of the Arts | Main | Best Buy offers Pro Digicam >> Yesterday. I took my daughter and a couple of her friends to see "Superman Returns." Previews started after seven commercials. One preview, for movie "John Tucker Must Die," caught my attention. The teen revenge movie has a My Space. It's the first movie trailer that I've seen with a MySpace instead of a Web address. Let me repeat that: No Web address, just a MySpace. It's a Twentieth Century Fox movie, so the tie-in isn't as shocking (Rupert Murdoch added MySpace to his News Corp empire, which includes Fox, last summer). Still, the tie-in says something about Murdoch's MySpace advertising and branding plans and the site's huge appeal, particularly to younger consumers. Movie studios' approach had been to drive traffic off a branded site, often a domain related to the movie. A branded MySpace is quite different. It will be interesting to see if other studios follow Fox's lead. Colleague David Card is more the expert in this area--teens, Web marketing and branding--so I defer to his good judgment and more thorough analysis. His recent "MySpace: Fad or Phenomenon?" podcast is a great primer on the social networking site. |
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