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Entertainment Marketing: Movies, TV, Music and Gaming Alien 20th Century Fox

Social media personalisation campaign from EchoMany urges tweeters join the doomed Alien: Covenant crew


By John McCarthy, Opinion editor

April 27, 2017 | 4 min read

Video personalisation company EchoMany has teamed up with 20th Century Fox again, this time to help publicise the impending release of Alien: Covenant.

EchoMany personalisation

EchoMany's Alien:Covenant personalised reminder

Using personalised messages on Facebook and Twitter, the company is intent on keeping the movie front-of-mind for fans of the series in the run up to launch day, 12 May (UK) and 19 May (US).

The firm previously worked with 20th Century Fox to contribute to the celebrated marketing campaign for Deadpool; this time it helped spread personalised movie trailers on social media for the Ridley Scott-directed space-horror. It has developed its offering however.

This round, Twitter users were fed a message ‘Retweet to get Alien: Covenant personalised reminders’ by the movie’s official account.

To date, the message has received 2.5k retweets. Over the course of the campaign, people who have engaged with the tweet are to receive personalised updates and exclusive content, starting off with a crew badge shown below.

There’s more content to come from the campaign in the next few weeks to further create a bond with Alien fans and ensure, come release day, they are cinema-goers.

On what the company’s offering brands, Tim Redgate, co-founder of EchoMany, said: “When consumers have expressed an interest in the brand, we then deliver a real-time personalised response and this leads to a deeper level of engagement for the brand as well a more rewarding and engaging experience for loyal followers.”

Redgate added: “Our experience tells us that an emotional connection with a brand is now a prerequisite for today’s consumer, as such marketers need to meet this consumer expectation with true personalisation. What we are starting to see with the likes of advertising around Alien: Covenant is brands using personalisation as part of the broader, cross-channel marketing strategy.

EchoMany started working with 20th Century Fox in 2015 on the Martian movie and has since touched down with Fox, Warner Bros and Paramount.

A previous personalisation campaign for Alient: Covenant, RSA Studios created a promo film featuring Michael Fassbender's android character, Meet Walter, which ended with an invitation for the viewer to order their own 'synthetic companion', with an email confirming your order.

Entertainment Marketing: Movies, TV, Music and Gaming Alien 20th Century Fox

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