Tag Archives: Rotten Tomatoes

Clicking On This Ad Will Disrupt Your Video

The other day I was perusing through the movie trailers on Rotten Tomatoes. As I was enjoying one trailer in particular, I noticed an ad to the immediate right of the main player (ad pictured above). It was a video ad, and it came along with an interesting message: “Clicking on this ad will not disrupt your video.

Now, I understand the intent behind this message. They mean to say that clicking on their video ad would not stop the video I’m currently watching. How thoughtful of them. In other words, their video ad would just start playing with its audio blaring over the video I’m already watching. Yea. Just like they said, not disruptive at all.

This got me thinking about the subtly intrusive nature of this type of advertising. Does it even make sense for a video ad to be made playable next to another video?

Sure. I could always have the interest to click on it when my video is over, but then why have that message there in the first place? The message almost seems to suggest I should click on their video ad while my video is in action, which, quite clearly, makes no sense.

Video advertising has its place in pre-roll, next to static content and on YouTube, but as far as this placement is concerned: either ditch the confusing message, or don’t be next to my videos at all.


Leave a comment

Filed under Marketing/Advertising

Something’s Rotten on Twitter

Rotten Tomatoes' Twitter PageI’m sure a sensationalist title like that just bumped traffic (PAY DAY!), unfortunately this is where you’ll likely leave. There is nothing wrong with Twitter, at least not in this post. This writing is reserved for Rotten Tomatoes’ Twitter presence and their recent partnered effort with the upcoming indie film Paper Heart. It’s a not so classic tale of girl was in Knocked Up, girl questions true love, girl creates documentary to find answer, girl meets Michael Cera who provides the answer, “Yes”–or, at least this is as much I’ve gathered from the trailer.

How to generate some additional excitement through Twitter, though? Well, what goes together with love better than poems? Their idea was simple; tweet your best 140 character poem @RottenTomatoes. The only mandatories were to include the word “Paper Heart” and you would be allowed only one entry. So I got in love mode; set the mood with a dimly-lit screen, some Nat King Cole, and wrote my twoem:

“Our paper hearts fold into shapes we never knew, but love can tear along the seams it creates. Be gentle with love’s origami.”

Some days would pass as they organized all the entries. The director of the film, Nick Jasenovec, and leading lady, Charlene Yi would be judging them personally. The hand-picked winner would then go to the red carpet premiere in LA for 3 days and 2 nights. Um, yes please.

The results came out and sadly I did not place first or second…I actually placed 11th. But that was enough to put me in the list of the top twenty choices they were thinking through. Pretty Cool! Though, it’s still a bit of a bummer because I would’ve loved to see the film and the spontaneity of the trip to LA. In fact, it’s heartbreaking enough to make me write another poem about it:

Poem Tweeted,
Their Eyes Would Read,
“Pretty Good”,
Their Hearts Concede,
Results Tweeted,
The News I’d Hear,
Sorry, you won’t be attending the LA Premiere.

All in all it was a fun contest. I’d be interested to hear how many entries they pulled in as well as the overall tracking for conversations (non-entries) generated by the contest. One evident merit is that Rotten Tomatoes is using Twitter effectively. Not only did they engage a prospective fan base of movie lovers, but throughout the entire contest you could count on their direct replies. Even after I tweeted the celebration of my 11th place victory Rotten Tomatoes was there to deliver a 100% fresh @reply.

UPDATE [8/5/09]: Rotten Tomatoes informed me through Twitter that the contest garnered over 300 individual entries.

Leave a comment

Filed under Marketing/Advertising