WB goes to YouTube for Get Smart campaign
Warner Bros. is bringing its campaign for Get Smart to YouTube in ways that involve more than just putting the trailers up there and walking away.
The studio is launching a contest beginning tomorrow for the movie asking for video submissions from the audience. The contest revolves around the idea of the shoe-phone, which anyone familiar with the old TV series should get immediately. A scene of Maxwell Smart, played by Steve Carell in the movie, using a shoe-phone also appears briefly in one of the trailers.
Entrants are asked to make a 15-second video involving them reaching to their right, grabbing a shoe from off-screen, uttering a line from the show/movie or something they themselves come up with and then passing the shoe off-screen to their left.
The funniest entries received before May 15th will be selected and the winner sent to the Los Angeles premiere of the movie.
WB will also be running ads for the movie on YouTube pages with classic comedy clips on them.
Check out the full preview of what the contest page will look like below.
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Reminds me of last year’s Gmail “Behind the Scenes” video — http://www.youtube.com/watch?v=qKAInP_tmHk
…and sure to be more humorous. It’s a cool idea, but the “winner gets a trip to the premiere” piece seems a bit superfluous. The real value/prize is being a part of the “final product” (assuming they plan to assemble all of these, which seems evident by the structure of their request), which could be featured on the end credits of the film. That’d tie more directly to theaters, and support a second hit for the “final” video.