Interactive marketing

Interactive marketing is when a company involve their audiences with their marketing campaigns. There are advantages of involving the fans. It is good for the film if fans get excited about it on the build up to release. Fans will try and find out information about the film before release. Giving them teaser images and trailers keeps fans interested and waiting. Also doing this can increase potential audiences because fans can get their friends involved and they can spread the word. One of the most successful interactive marketing campaigns was for the Dark Knight. The fans of the film were excited to know what the Joker was going to look like. So the film company released a photo of the Joker with pixels covering him. The fans then had to send an e-mail to remove one pixel. This meant that a vast amount of fans were e-mailing in and then they got their friends and family to do so. This was a marketing technique that didn't cost anything and got a wide response. The company also set up a real treasure hunt to get the fans out and about looking for clues about the film. They had to search around cities looking for images and items and take photos to send in. The more photos the company received, the more images and teaser trailers they released.