Love, Simon

Love, Simon is something of a first; a major Hollywood studio production that does not diminish or ignore the fact that it’s essentially a gay teen love story in its marketing materials. Just look at the cheeky billboards erected in LA to promote the movie. We-ho – West Hollywood – is obviously the city’s main gay district.

This was all part of a text-based “Dear [blank]” campaign, pulling in a narrative device from the film with customized billboard and bus stop promos specific to different film markets. A second Los Angeles area advertisement, for example, reads: “Dear WeHo, I’m done keeping my story straight.”

In New York, signs proclaim, “If I can come out here, I can come out anywhere.” Ads in the nation’s capital say, “Dear DC, You seem confused. Good thing I’m not.” Other cities with tailored messages include Chicago, Philadelphia, San Francisco, San Diego, Boston and Dallas.

LA Times reports that Fox also created a postcard generator that allows users to create their own “Dear [blank]” graphics. The film’s official Twitter account used it to send words of encouragement to openly gay Olympians Gus Kenworthy and Adam Rippon.

So now all that’s left is to buy tickets to the film (so they get the message and make more movies like this…)

PS also check out the Dasani Water product placement in the top image.

Dinosaur Protection Group

Jurassic World raises the bar again on transmedia content. Check out the website for Dinosaur Protection Group; for all intents and purposes set up as a real programme campaigning for the rights of….dinosaurs. It’s a complete amalgam of the forthcoming film (Fallen Kingdom), related content that won’t be appearing in the movie itself, and actual paleotology disguised as zoology. You’ve got mission statements, Dino facts, and a monitor of seismic activity on Isla Nubar, as Mt. Sibo volcano prepares to blow. Pages and pages of it. Down the rabbit hole of audience engagement. I freakin’ love this stuff.