Using different (all) mediums to market to consumers/fans
is table stakes now, but effective. This highlighted during the marketing
campaign for the movie “John Wick: Chapter 3 – Parabellum”. For people that
have been engaged in the John Wick universe since the first movie, they have
seen how the mythology and development of this world has evolved over the last
two movies. Fans loved it so much, they wanted to have the experience of being
connected to the universe in concrete way. The movie studio understood this, so
they posted codes in the movie trailers and on online advertisements where you
could text the number and you would receive text messages from “The
Continental” (a fraternity of assassins). The messages would inform you of new
things going on in the world and what to expect leading up to the movie’s
release. This made people really feel like they were immersed in the universe.
This was a great idea for marketing (I am a big John Wick fan and I was one of
those fans that subscribed).
https://www.cinemablend.com/news/2472031/john-wick-chapter-4-is-already-happening
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