Last year NBC premiered a two-part mini series 'Rosemary's Baby,' and decided to market it using a social media app that has been relatively untouched by brands to date: Whisper. An anonymous app that allows people to express themselves without fear of judgement, the television network was able to utilize this platform in a very creative way.
Tapping into its "millions of users each averaging 30 minutes a day on the platform, fluttering through a whopping 3.5 billion page views per month," according to Fast Co. Adweek notes, "More than half of Whisper users are under 25, and 70% are women. These numbers should have networks and advertisers alike salivating at the potential." Rosemary's Baby was teased with do or don't questions revolving around key points of the plot. They all came from Rosemary Woodhouse's own perspective.
Anonymous App Campaigns
NBC Promoted Premier of Rosemary's Baby on Whisper
Trend Themes
1. Anonymous App Marketing - Brands can explore the use of anonymous apps like Whisper to target and engage with younger audiences in a unique and creative way.
2. Millennial Engagement - Utilizing platforms like Whisper that have a high concentration of younger users can provide opportunities for networks and advertisers to capture the attention and loyalty of the millennial demographic.
3. Interactive Teaser Campaigns - Creating interactive campaigns using do or don't questions, as seen in the promotion of 'Rosemary's Baby' on Whisper, can generate intrigue and anticipation among users, fostering engagement and excitement for upcoming releases.
Industry Implications
1. Entertainment - The entertainment industry can leverage anonymous apps and interactive campaigns to market and promote TV shows, movies, and other forms of media to target audiences.
2. Advertising - Advertising agencies can embrace the use of anonymous apps as a platform to deliver innovative and captivating campaigns to younger demographics, ensuring maximum reach and effectiveness.
3. Social Media - Anonymous apps like Whisper offer new possibilities for social media platforms to attract users and brands by providing a unique space for authentic and anonymous self-expression.