Yesterday, I posted a press release for the release of a new movie “Cobbles Baby!” and asked for comments. I’m not surprised that none came. Actually, I was hoping that would happen.
The whole movement surrounding Web 2.0 is user generated content. Look at the leaders, MySpace, Google Video, You Tube, Revver, Yelp, Digg, Facebook. These have huge traffic and are unbelievable in their ability to create a viral buzz. If you doubt me, how many times did you see, hear about, read about, or otherwise know the whole Diet Coke and Mentos experiment. What I’m suggesting is you tap into that for this movie.
All the things you are currently doing are correct, textbook stuff. Tapping into bloggers is also a good start in the Web 2.0 world. You can do so much more. First, let’s take a look at what you have to work with.
The movie, if it is like The Tour Baby! is not your typical WCP movie on Paris-Roubaix. It is a behind the scenes documentary on cycling. It probably tells a story that appeals to those outside the cycling community as well as those who are in it. This is good. Now you need to reach outside the cycling community. Here are some suggestions.
1) Buzz in the cycling community. Reaching out to bloggers is a good thing. The issue is that I can’t put a positive spin on something I can’t see. So, create a trailer or a clip that captures the flavor of the movie that a cyclist or cycling fan would want to see. Let bloggers see it and then have them post it on their sites. This is very easy. Go to a site like Revver and upload the movie clip. Once that is done, send us the link to view then the code (supplied by Revver) to copy and paste in our blogs. Easy and cheap. You no longer need the bandwidth for housing video. Sites like Revver do it for you. Get this out to as many sites as you can. Make sure the clip and the text send people to your site for impulse purchases. In fact, you can create multiple clips to be released over time. Keep the buzz going.
2) Beyond the cycling community. Same technique, different spin. Find different clips that show the story side of the movie. Parts where Paris-Roubaix is the platform for the story, not the story. Appeal to documentary fans. Have you ever watched a documentary on a topic that was not your hobby? Let’s take a rock band for example. Would you have ever seen it if it was only advertised to musicians? And remember, tag the heck out of these clips. you want it to show up on as many Google searches as possible.
Once these different clips are made, get them on every web video site possible. Then post the heck out of them. Go to popular blogs like themovieblog.com or other blogs to get the word out. Technorati is a great place to get blog info on related topics. For example, the Movie Blog has over 7,000 links from almost 1000 different blogs. Find the high traffic blogs. A friend who runs one of the top blogs on the net tells me “I often get a bit lazy looking for posts and will write about anything on video if someone took the time to pitch me.”
3) Work the forums both cycling and other interests. Put links into the forums driving people to see your clips. Monitor where your visits come from to see what interests are showing success. Then pump up the volume there.
4) This list is by no means all inclusive. Benchmark other independent video makers. Look at Z-Zombie movies. He’s doing some cool stuff.
As I have mentioned in posts before, I have a keen interest in getting cycling in front of as many people as possible. I have also posted on how online video and other Web 2.0 tactics could be used to improve the image and participation in our sport. This is just my 2 cents worth.