Last week I briefly mentioned a widget that Paramount launched for their new movie Cloverfield. Little did I know that this widget would become a phenomenon! Paramount knew what they were doing when they created a contest to see who could spread the widget the most. The end goal being that whoever has the widget “grabbed” (new placements created from their placement) would win a private screening of the movie in their home town.
Specifically, the contest works like this:
- Visitor clicks on the widget to view the video trailer.
- The Producer of the movie, J.J. Abrams, pre-rolls on the trailer to introduce the contest and encourage visitors to grab the widget and place it on their web site.
- Visitors can then register for the contest by entering a screen name and email address for the contest. By doing so, the placement ID assigned to their instance of the widget will be registered to their contest registration information.
- The visitor then places the widget on their social networking profile page, blog or web site for others to grab for themselves.
Check out the steps for the contest here:
The first thumbnail is what the actual widget looks like. The second thumbnail is the screen that displays when you click on “Grab this!”. The last two thumbnails are of the widget trivia quiz. I obviously didn’t take the time to answer all of the questions, so forgive my score of 2 out of 20. You can go check out the widget on the Clearspring widget home page here.
Some interesting things to note:
The Cloverfield widget has experienced monster growth (no pun intended) due to the contest and the mysterious nature of the movie. The widget was publicly launched on December 7, 2007 and to date has over 17M views and over 25k placements – yes, 25 THOUSAND placements. That means that visitors have clicked on the “Grab This!” link on the widget and placed it on a web page where it has been viewed at least once. Those are some amazing statistics. What drove this?
- Paramount hit the jackpot with a two-pronged approach:
- Widget content that is engaging and interactive. The widget contains a streaming video trailer of extraordinary quality, a contest with compelling prizes and a trivia quiz. One thing to note too is that the trivia quiz is updated every few days and encourages visitors to come back frequently to check out the new questions.
- Strong seeding strategy – Paramount reached out to bloggers that they were familiar with and had them place the widget on their sites on the same day that the widget was launched. They also created a Facebook Canvas page to seed the widget inside of Facebook for maximum spread. You can go directly to the Facebook page here.
Facebook offers some very creative merchandising options for advertisers. The viral aspect to be able to hook prospective movie goers directly to the Cloverfield community provides a channel for engaging these customers and building interest and a direct relationship with consumers. The page (like any other Facebook page) includes features like:
- Fan section – this is a section to join the Cloverfield community.
- The Wall – a place for Facebook users to write comments about the movie.
- Information section – details about the movie such as the web site, director, actors and summary of the plot.
- Photo album – pics from the set of the movie.
- Movie ticket and location finder tool.
- Facebook apps – the Cloverfield widget plus a new widget that displays the leaderboard stats.
- Discussion board
No need to tell you what my favorite widget is this week. This is a fun one to watch. The contest ends on December 31st at 12am PST. To see who the winner is, you can check out the leader board here. Happy New Year!