While I am all about utilizing social media to market your product and I am also in favor of using it to garner as much feedback as possible from the consumer, there is a limit to which I would take it.
I’d say the creator’s of the new Joshua Jackson film One Week crossed that line recently. Their attempt to garner some hype over the movie was probably set back slightly after taking a full-page ad out in a Toronto newspaper this week and including a page filled with reviews of the film.
My guess is that they stuffed it with so many reviews to hide the fact that they were actually comments from users about a clip of the film on the video hosting site YouTube. And that at least half of the comments noted that they had not yet seen the film but are more along the lines of “this movie is going to be fantastic” and “can’t wait to see this.” Ouch. Social media marketing gone very wrong. I’m betting they know the fact this this movie should have gone straight to DVD.
See for yourself.