Many successful digital and viral entertainment marketing campaigns develop content that first, creates mystery around a passion topic or project; and second, rewards audiences by making them feel special or in the know. The powerful tension between these emotions has an amplifying effect. It’s accomplished first by providing teaser content that asks as many questions as it answers to create pent-up audience demand; and then, by releasing desired content and clues in a drip-feed to sustain the demand. This places superfans in the position of having content or information first. They share because their tribe will be interested and because they want to show they’re in the know.
So, you must reverse-engineer your content. Design a carefully-orchestrated narrative around it and decide how, to whom, and when to tell your story. Seed “Rabbit Holes” or clues to connect audiences to a story universe or simply deliver ongoing project news. Use online content to reveal a character’s POV, deliver production news, or release poster art, teaser trailers, or preview Web sites to flesh out an intriguing fictional or non-fiction narrative. This technique works well as a teaser campaign for films, TV programs, and games. Over time, the narrative takes shape on both digital and traditional media and your audience helps sustain the storyline’s momentum.
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