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4 Ways Entertainment Brands Are Marketing With Top YouTubers
Movies and music artists are brands, in and of themselves. Each new release requires its own approach. For a long time, standard practice relied on traditional advertising and media. Typically, trailers are distributed as advertisements and a movie's stars promote the film in TV, print, and radio interviews. Recording artists follow similar promotional methods. While those traditional marketing methods definitely still have their place, today's to-be-blockbusters, recording artists, and entertainment brands not only need to be differentiated through their branding to pique viewer interest but also presented properly to the right viewing audiences.
Enter the YouTube video, top YouTube channels, and YouTubers. Just on mobile alone, YouTube reaches more 18-49 year olds than any other U.S. cable network. Beyond that, using YouTube is a more intentional act than simply turning on the TV or flipping through a magazine. YouTube viewers access the site intentionally (proactively watching their favorite channels and YouTubers), and are extremely receptive to captivating creative content. As consumers, they are engaged, motivated, and passionate. In this shifting media landscape, where viewers are active participants in their own media consumption, the challenge is to supplement the same generic strategy in order to reach targeted audiences in a way that's fresh, innovative, and captivating.
Many entertainment brands and smart marketers have already begun to engage this new generation of movie watchers through YouTubers. Take, for example, Pitch Perfect 2 and the buzz they created by engaging YouTube's passionate acapella community (Adweek discusses Pitch Perfect's digital marketing win here), Arnold Schwarzenegger's YouTuber collab series for Terminator Genisys, Paul Rudd's "tiniest trophy" Ant-Man game promo with Dude Perfect, and Amy Schumer's "Not Sex" Q&A with YouTuber Flula Borg for Trainwreck.
Here are the takeaways from several entertainment brands marketing with top YouTubers and channels:
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