Sex And The City is out on DVD and, thanks to a nifty bit of technology, has a multi-level marketing campaign to go with it.
Stick the DVD in your computer, and it gives you access to a website full of exclusive SATC-themed promotional offers: recipe cards for SATC themed vodka cocktails, chapters of the SATC book, and more.
You’ll also get access to the e-commerce site for Alliance Films, the movie's Canadian distributor. The site promises upcoming exclusive deals for SATC DVD owners. Alliance and their partners will also be able to “communicate directly” with DVD owners for 12 months.
Brilliant-the marketing campaign that keeps on marketing. Alliance’s partners have a ready-made target audience for their future dalliances, and that audience gets deals that help them live the Sex And The City lifestyle. I have to admit, as a SATC fan, I’d love a pair of sunglasses just like Samantha’s if they were available.
The campaign is powered by Sony DADC’s eBridge technology, which seamlessly integrates DVD and internet material and creates trackable data for its users. So not only can Alliance and co. tantalize viewers with exclusive deals, they can measure website visits and purchases too.
I’m sure they can measure how often the actual movie is viewed, too, but that’s probably not their concern at this point.
It's the first time this kind of technology has been used on a marketing campaign in Canada and, if it's a success, it’s going to change the face of DVD releases. (Bet George Lucas is hopping mad the technology didn’t exist when the final Star Wars episode was released three years back.) No hit movie will be released on DVD without an online catalogue of merchandise embedded in it.
Any organization could put the eBridge technology to use, which is the cool part. Multi-level marketing campaigns would increase the scope of fundraisers, corporations and retailers alike.
All amazing stuff. Now, does the SATC DVD offer a two-for-one deal on Carrie’s Louboutins?
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