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28/05/2009 by
7905 views

Transformers: Social Media Audience Energizing

In June, Paramount Pictures will launch the sequel of the popular Transformer movie; Transformers – Revenge of the Fallen. In order to promote the new release, Paramount Pictures launched a social fan site where people can grab content to share on their own channels.

transformers_head

A great way to amplify your audience with social tools to share their love for the movie. But could it be done better?

Media
So far, I haven’t seen any channels directing to this campaign website. Perhaps Paramount has some big website takeovers or banner campaigns planned, I sure do hope so, because just a few mentions on movie websites won’t be enough to boost the traffic in order to create a really social and viral effect.

The platform
The initiative of the platform is just great. I love it when brands open up and let their biggest fans do the sharing. I sure hope this is one of the baby steps from Paramount into a bigger initiative in social media. With downloadable content to pimp your Twitter profile, your Bebo profile,  or even your Hyves page (the most famous social network in the Netherlands) makes it easy to share the identity of Transformerfans in social space.

transformers

Choose your side
I really like the fact that they choose for the versus-strategy. Give to crowds the power to pimp their profile upon two different angles of the brand, and see which side has more effect in the end. A same kind of thing Vitaminwater is doing on Facebook and Nike did with an interactive banner campaign.

What is odd in my opinion is the fact that there are links from the official trailer website to the Twitter and Facebook account of Transformers, but these links are missing on the social website. I guess they didn’t want to mix communication with the energizing / amplifying platform. Why not? Strange.

Great concept with some missing things. Its a good beginning and I hope more brands / movies will use the power of social media to energize their fans and amplify their brand message in social space.

Sources: Superherohype.co, tfw2005, shockya.com.