TITLE

'PARANORMAL ACTIVITY' WINS BY LISTENING TO FANS' 'DEMANDS'

AUTHOR(S)
Hampp, Andrew
PUB. DATE
February 2010
SOURCE
Advertising Age;3/22/2010, Vol. 81 Issue 8, p48
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the guerrilla marketing approach that Paramount Pictures company took to promote the motion picture "Paranormal Activity." The user-generated event marketing Web site, Eventful, and its "Demand It" direct marketing campaign are mentioned. Paramount executive Amy Powell comments on involving fans in a marketing strategy. Twitter social media is mentioned.
ACCESSION #
48301751

 

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