Fox thought it would be really cool and generate a viral buzz for the so-far flop, I Love You, Beth Cooper.
At the beginning of the movie, the valedictorian declares his love for the most popular girl in his high school. Before the film’s debute, Fox paid a nearby high school girl $1,800 to declare her love for someone in her speech, according to The Wall Street Journal. Someone filmed it like a home movie and posted to YouTube, hoping for the next Numa Numa guy (AKA Gary Brolsma).
She did it, got paid – but Fox didn’t get the results expected.
This completely contrived effort is fast becoming the norm in Tinsel Town, where studios are fighting for ticket sales.
It seems today that everyone wants to get on the social media bandwagon to make a fortune. Unfortunately, though, those with dollar signs in their sites simply don’t “get” what makes viral go round.
Today’s consumers are sick of marketing, sales, advertising and all the lies that come with them. They are more interested in facts, developing relationships and choosing the right products based on research and recommendations, rather than slick ads. They want to meet people, find others with common interests and focus on RELATIONSHIPS, not sales. Though some are still keeping up with their neighbors, others are more interested in friendship that going into more debt in the crappy economy.
I think the Fox effort failed because consumers are simply too marketing-savvy to buy into something so dumb. Also, the film had not launched yet, so no one really knew what the heck this chick was talking about.
Had this been an organic happening – like, the girl thought of this herself, rather than getting paid to do it – it could have very well likely went viral – especially if there was some background added to the video. (The girl had a secret crush on this guy and decided to tell him at graduation even though she had a boyfriend and he had a girlfriend and oh my! the drama!)
Consumers want something organic – fresh, fun, new, different, and NOT put out by a major PR firm in an effort to ensnare their pocketbooks. When businesses and Hollywood big shots realize that, then they can start using social media to their advantage.0