Using the social media platform to promote an upcoming film is nothing new and we have seen studios getting quite creative about the process in recent years—from ‘Paranormal Activity’s crowdsourced screening concept to ‘Toy Story’s Facebook app and Prometheus’ TEDTalk viral video. LinkedIn as a platform has not seen enough on this end and it is a pleasant surprise to see a much hyped and awaited film like ‘Taken 3’ turning to this platform.
Distributed by 20th Century Fox, ‘Taken 3’ is the final instalment in the highly popular and successful ‘Taken’ franchise and sees Liam Neeson once again as the ‘tough-as-nails’ Bryan Mills. To promote the film, 20th Century Fox partnered up with entertainment marketing agency, Trailer Park , to create a contest on LinkedIn. The prize—a personalized video endorsement from Liam Neeson on your LinkedIn profile. At last count, the fictional Bryan Mills had 500+ connections while the official film page had more than 30,000 followers.
To enter the contest, one has to follow the official film page on LinkedIn. The producers have also created a Bryan Mills profile under the name ‘BryanMillsSecurity’(https://www.linkedin.com/in/bryanmillssecurity ), which list s an extensive resume with ‘skill sets’. Fans connect with Liam Neeson’s character as they would anyone else on LinkedIn and can recommend their skills.
Below is a promo video of the contest:
What experts say:
Considering that it is not every day we get to see a promotion of such a big property on LinkedIn, we asked a couple of digital agency heads their thoughts on the campaign. Here is what they had to say:
Chetan Asher, Founder & CEO of Tonic Media
“Using LinkedIn as a promotional platform is creative. Though not the first movie to be promoted using LinkedIn, the way the campaign is structured to synergise with the strengths of the platform is innovative. The movie may not be and should not be using LinkedIn as the only platform as it will appeal to a limited TG. What it sure does is, get the brand significant buzz and doesn't have to push hard to stand out as there are not too many movie brands running campaigns on Linkedin . This platform is underutilized and we will see brands in India exploring it too. However there should be a good fit and synergies with LinkedIn to build and run a relevant campaign with right tonality.
Suveer Bajaj, Director (Media Operations) and Co-founder, FoxyMoron
"Fox has used an interesting approach by creating a teaser that enhances the effect of the movie. What they've managed to do is successfully identify and match one cohort of the film with the popular business networking site LinkedIn's skill endorsement thereby alleviating a status of social championship amongst piers.
The teaser also manages to successfully create a sense of ownership and pride in one's work and at the same time subtly builds curiosity about the fast paced film and its contents. All in all, a respectable effort to capitalise on an underutilized social network for film marketing."