New Line Cinema has launched a YouTube (GOOG) campaign that asked the users to talk about some of their blackest obsessions as a hook to promote psychological thriller, "The Number 23."
Jim Carrey plays the strangely obsessive Walter Sparrow in the film, who is given a book by his wife that he believes is based upon his real life.
As Carrey's character reads the book, he finds that the lead character in the book has an extraordinary obsession with the number 23, and eventually his character Walter Sparrow finds out that there is also some type of connection with him and the number 23, and so also starts the same obsession as the character in the book he has read.
To play on this theme, New Line Cinema is offering users the chance to be forgiven for their sins if they put their own anonymous confessions of their "deepest darkest obsessions" on the site.
The top "confessor" will receive $2300, and another top 23 (of course) will be presented on the movie's official Website.
Even stranger, there will be confession booths in large cities across the country that that can be visited to leave your confession with.
The reason in talking about this is just to show the interconnected way that media and the internet can be used for promotion and engagment. Everything is done to try to convey the mystery of the number "23" and play on that throughout the various mediums used.
I like how the company is focusing everything on that mystery and how it grabs at you and gets your curiosity going. It's something to think about in focusing on what we're doing and keying into various ways the thing we want to focus on can be incorporated into our cross-platform marketing.
» Get Ready to Confess your Darkest obsessions on YouTube from BizzBites.com
New Line Cinema has launched a YouTube campaign that asked the users to talk about some of their blackest obsessions as a hook to promote psychological thriller, "The Number 23." [Read More]
Tracked on: February 19, 2007 11:26 PM | Permalink to Trackback