We have done several blog posts about social media user involvement; an element that is very essential in new marketing and what the world of social media is all about. Social networks are not to be compared with traditional mass communication channels where one way messages are thrown in the customers’ faces. It’s even more than a two-way communication. It’s about value and reasons to engage. People will listen if you bring them value in any scenes. Give them a reason to engage.
The ongoing Vancouver International Filmfestival is an interesting case, when it comes to involvement. For years, trailers have been created to bring attention to the festival. For this year’s promotion and to encourage festival attendees to keep coming back, they have focused on involvement. They have created a short film called The Warden divided into sixteen scenes – challenging the viewers to rearrange the parts in effort to piece the story together and uncover the complete chronicle. One scene is released each day of the festival on a micro site, and you can play them in any order you like. The purpose is to captivate and confuse the audience to get hold of people’s interest. You can interact with other viewers on where you think the story is going by using the comment field.
The scenes are so far very thrilling in my opinion, and the site has definitely drawn my attention. They have created an eager inside of me to get all the scenes right away to figure out how the story unfolds – which keeps me visit the site each day. There are hidden secrets and turns. I want to figure out The Warden story right now! The power of involvement has affected me… The only thing I miss is a sharing function.
Finding the trigger that encourages people to engage brings curiosity and affinity into a brand. In this case, the Vancouver International Filmfestival.