Indiana Jones and the Online Video Junket

PPC has a strong tradition of identifying online trends and bleeding edge social media and harnessing these as powerful tools in the interactive marketing process. Our work on the release of the new Indiana Jones movie was no exception - as well as creating the official international widget for the movie we also travelled to Cannes to meet the film-makers and conduct a ground-breaking online Q&A through Seesmic, and popular and influential video blogging community.

We took questions both from journalists and from community members and put them to the film-makers. Their responses were made available both through Seesmic's public timeline and serviced to other online outlets as exclusive video content:












As well as generating coverage through various maisntream outlets in the key markets this initiative generated a huge amount of coverage on some of the world's foremost blogs, including (in no particular order):

Scobleizer - Tech geek blogger
Technorati authority: 5,864

Mashable! - The Social Networking Blog
Technorati authority: 11,155

Guardian Blogs - PDA: The Digital Content Blog
Technorati authority: 740

ReadWriteWeb - Web Apps, Web Technology Trends, Social Networking & Social Media
Technorati authority: 10,391

Techcrunch
Technorati authority: 22,911

Loïc Le Meur blog
Technorati authority: 1,602

Film School Rejects | Movie News, Movie Reviews and Unsolicited Attitude
Technorati authority: 1,431

NewTeeVee
Technorati authority: 1,863

Behind the Buzz - digital and interactive advertising and marketing
Technorati authority: 151

Silicon Moon
Technorati authority: 23

The Billblog
Technorati authority: 51

Techmeme

BBC dot.life

This coverage reflects the many different opinions and reactions the event triggered, mirroring the reception of the film itself. That said, the cumulative effect of receiving coverage on so many powerfully influential blogs was to drive anticipation of the movie across a significant (and, istelf, highly influential) audience. Direct feedback within the Seesmic community showed strong appreciation of the fact that the film-makers had taken a progressive approach to reaching out to and talking to the fans directly in the course of marketing the film.