AdNectar has launched a virtual gift promotional campaign on Facebook for the upcoming Michael Moore documentary Capitalism: A Love Story, which opens nationwide on October 2nd after a limited release in New York and Los Angeles that began on September 23. All of AdNectar's virtual gifts include an expandable version of the film's trailer. Gifts from the AdNectar line for Capitalism include a virtual version of director Michael Moore's famous baseball cap, virtual buttons, a broken piggybank, a broken heart skinned with imagery from the US dollar, and a virtual "Save Our CEOs" donation tin.
The idea behind the gifts is clearly that Facebook users will send them to friends who they believe might be interested in Moore's filmmaking (or his politics). The gifts essentially become a very elaborate way of getting the movie's trailer to spread virally through Facebook– with the viral spread very likely to target users who'd be interested in the film. AdNectar debuted its "rich media" gifts earlier this summer with its Malibu Rum promotion, but the technique may be most effective when promoting media properties.
AdNectar also recently concluded a campaign for the Universal Pictures romantic feature Love Happens, which opened September 18. This campaign used traditional virtual gift images, but the gifts were based directly on important objects viewers would see in the film. These gifts contained links to the film's webpage, which hosted trailers and other promotional media for the movie.
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One Response to AdNectar Promotes Capitalism: A Love Story With Virtual Gifts
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Anyone else seeing the irony in this concept? Relying on what is ostensibly one of the bigger successes of Capitalism in the online world of the last few years (Facebook), to promote a movie against it?