Sony promotes new film with edgy multichannel marketing campaign
Published September 03, 2010
To promote its upcoming movie, The Virginity Hit, Sony Pictures has released a series of controversial posters and billboards that direct users to the movie's website.
The edgy multichannel marketing campaign asks readers, "Still a virgin? For help call 888-743-4335 toll free." Upon calling the number, consumers are directed to a call center, where they are greeted by pre-recorded messages from one of the movie's characters. The posters and billboards also include the movie's website, which is the only indication that the signs are related to a movie.
As AdAge notes, the billboards are intended to be funny, though the subject matter is typically a grey issue for many marketers. Still, the ads are likely to catch the attention of the film's intended audience. The Virginity Hit is due to hit theaters on September 10th.
Hollywood is known for creatively using multichannel marketing campaigns to promote upcoming films. Most recently, Inception proved a huge box office hit, with its success partially attributed to its cryptic and mysterious multichannel marketing campaign.