A recent post at Dear Author explores
The
Limits of Marketing: When Does Manipulation Go Too Far and questions
whether some publicity stunts cross an ethical line. After reading the post I
realized just how fierce the competition is for science fiction romance. It's
difficult enough to gain visibility under normal marketing circumstances, let
alone when some authors engage in questionable/manipulative, yet clearly
effective strategies.
All I can say is I know what type of
marketing strategies work for and on me. If I sense any kind of manipulation, I
tune out. However, I can be won over with an entertaining, innovative
marketing strategy.
I'd like to direct your attention to
Exhibit A:
A few years ago, independent Uruguayan filmmaker Fede Álvarez
made a really cool video called Ataque de Pánico! (Panic
Attack!). I first learned about it at SF
Signal. Check it out (you only have to watch the first 2 minutes to get the
gist):
According to the Wikipedia entry,
A trailer
of the film was uploaded to YouTube in October 2006, with some scenes from the finished
version.[5]
The official production budget of the film was given as only $300. In addition
to writing, editing and directing the film, Álvarez created the visual effects
based on computer-generated imagery.
The video, which was free, went
viral. As a result, Álvarez got noticed in a big way:
The
film was premiered on October 31, 2009 at the Buenos Aires Rojo Sangre film festival and
uploaded to YouTube
on November 3, 2009.[7]
Following widespread media coverage, Álvarez was offered a $30 million Hollywood
deal to develop and direct a full-length film.
In
fact, Álvarez is the director of the EVIL DEAD 2013 reboot!
Ataque de Pánico! was a marketing strategy for the aspiring filmmaker, but it
was a very appealing form of marketing. He worked hard and gave me free, compelling entertainment. That
kind of marketing gets me interested in a person's work. I also feel invested
in his future success because it means even more entertainment for me!
$300.00 leveraged into $30 million!
What if SFR could deliver something similar--not
necessarily a video--just some kind of entertainment in order to increase
appeal and visibility? Granted, Álvarez had a very specific skill set and is
operating in a different medium, but I can't help but wonder: what can authors of
science fiction romance take away from his strategy?
