#8 Ex-Machina, 2015
A film about robots and love has the digital world at its
fingertips when looking for marketing ideas, and Ex-Machina did exactly that;
in the run-up to the film’s release, attendees at the SXSW festival in Austin,
Texas were approached by an attractive girl on Tinder (Alicia Vikander, the
movie’s main actress) who asked them questions about love and being human,
before revealing the stunt and breaking a few hearts.
An easy marketing method that’s free to employ – we like it.
What they did well: They picked the perfect platform –
Tinder – as their main marketing hook.
What they could’ve done better: A lot of Ex-Machina’s
marketing comes from word-of-mouth recommendations. Perhaps there should’ve
been more adverts.
Street visibility: 2/10
Not many posters or signs at all.
TV presence: 3/10
I think I saw one trailer, in the cinema.
In the press: 7/10
Their rogue marketing trick got them into the mainstream
press and everywhere else.
Interviews: 5/10
Both video press interviews and written press interviews.
Meg’s Marketing Magic score: 4/10
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