The World Will End in 2012, Please Google For More Information
I noticed an interesting note at the end of this teaser trailer for an upcoming movie called 2012, starring John Cusack & Amanda Peet among others:
Note at the end where there usually is a call-to-action to visit the movie’s Web site, should you so please, the prompt says: “Google Search: 2012”
At first I thought this was because the producers failed to purchase 2012.com so they used this as a shortcut to a unmemorable URL, but upon actually Googling 2012, you get extensive results about the ancient doomsday predicted by the Mayans to occur in 2012. The first search result referencing the movie, its IMDB entry, shows up “below the fold,” fourth from the end of the first page. Digging a little further, the movie itself does not appear to have its own Web site at all, besides the page designated by its production company, Sony, which does not appear in the first five pages of results for the term “2012” (it’s on the second page for “2012 movie”).
The teaser ends by asking the viewer to “Find out the truth” by Googling for these results, yet does little to actually promote the movie directly, suggesting a more interactive approach to try to get people into the whole conspiracy/controversy about the 2012 doomsday. I thought it was interesting they used organic search results, which appear not to be related to the film or planted by its producers, as part of an experiential marketing campaign.
Of course, it seems like people who might be curious enough to look at the search results would probably actually spend time looking at third party sites about our impending doom…and forget all about your movie. I’m just saying.
Filed under: Amy Yen, google, search | 9 Comments
Tags: 2012, 2012 Fox, 2012 movie, 2012 trailer, Amanda Peet, American Shelf Life, Amy Yen, google, John Cusack, movie promotion, search