CBS Films’ #theDuff Targets Teens in Marketing Campaign

Invite Student Reporters to a Free Pre-Screening

It’s a clever way of marketing, but especially, it’s an effective way to reach teens.  CBS Films began promoting their latest movie, The Duff, by contacting teachers in charge of their schools’ publications. Feeling like royalty, the teachers’ students received free tickets to private pre-screenings of the film. The final cut releases to theaters February 20, 2015.  Think of it, SEOs.  Those students will write free articles about the movie for CBS and much of that content will end up on educational sites- just the kind you want for digital back-linking power.  Wow.

Create Your Digital Keyword and its Definition to Dominate Searches

What is The Duff, you may ask? As the mother of a teen that received a free ticket to one of those private, pre-release screenings, I joined her for “girls’ night” on a school night and found out that it stands for “Designated Ugly Fat Friend.” Lovely. But, smart. The movie can now add its name to duff’s Wikipedia entry to dominate Google searches for the term’s origins and meanings.

The start of the movie did not make me happy.  “Great, that’s all these kids need,” I thought, “another label that makes everyone in the room self-conscious about their social standing and value.”  The movie did come around to join hands and say, “We’re all duffs to someone, so be yourself and embrace it,” but eh, what I’m most interested in is how the movie is being marketed.  I reached out to CBS Films for comment, but they did not respond.

Include Twitter, Instagram, YouTube, and Facebook Handles to Promote Interaction

We are truly in the age of social media.  The hashtag, #theDuff, is on the big screen and on the movie’s website, while the ending credits give the Instagram or Twitter handles for each of the actors.  The call to action is clear. Teens, whip out your phones, start following, and tell your friends. The Duff is on a mission to build an audience and earn revenues.

Provide Attractive Content

As a side note, the actors get “As” for chemistry. Light-hearted joking between the characters make this film a movie night pick. Girls, I just want to point out that Robbie Amell, who plays Wes and looks like a young Tom Cruise (one way to pull in your Moms), was born in 1988, which would make him a very old, high school senior at age 27! The same is true for Mae Whitman, who portrays the funny and down-to-earth, Bianca.  However, Bella Thorne- mean girl, Madison, was born in October 1997, and is a real high school junior this year.

Ask Your Audience to Promote After They Consume

The story line includes moments when the main character endures cyber-bullying after a video that was created about her goes viral.  The marketing off-screen is all about harnessing the power of viral because after the teen reporters watched the movie, they were invited to submit questions the next day to interview the actors in real time.

My daughter thought the interview was going to involve just the students in her publications class and the actors themselves, which was not exactly accurate. Her class stayed after school to wait for the late start of a webinar experience that included about 300 schools throughout North America.  All of these students submitted their questions, but only a few of those questions were selected.  Students took notes and then wrote articles for their schools’ newspapers, magazines, and classes.  These stories should be hitting the presses between now and the movie’s release in February 2015.

Smart idea, isn’t it? Why pay for your content when you can give out some free tickets to kids who have the power to reach other kids with their words? The Duff will reach its teen and tween niche in no time.

Jack pot, CBS Films, you even captured a mother who writes content for a living.  You get a little publicity as a thank you for the great experience she had covering your story and I get mother-daughter time to point out how companies influence the choices we make about the goods and services we consume.

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Filed under Audience, Branding, Business Strategy, Capturing Audience, Content, Content Marketing, Marketing, Persuasive Essay, School Websites, Writing for Children

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