A new way to use Twitter to go viral?

I spotted a new way of using Twitter today. Valerian: City of a Thousand Planets debuted its new trailer, and posted (and promoted) it on Twitter:

Let’s take this apart for a moment.  First off, they introduce the #Valerian hashtag, as well as what I assume is a preferred emoji.  (I’m not a big emoji guy, so if anybody has more feedback, I’d love to hear it!)  And of course, they introduce the movie itself and its release date.

More interesting is that they invite you to “like this Tweet to explore more”.  I’m sure I’m not the only one who thought, “now how does THAT work?”  So I did, in fact, like the Tweet, which led to an automated response:

OK, so first, you’ve got that “instant gratification” hit of a response, plus the subconscious notice that somebody’s talking about you.  Also, they’ve got your handle, now, so they can advertise to you later.  But now they’ve invited you to come to their Moment.

Moments, of course, are curated lists of tweets, so it’s sort of like a minisite they’re bringing you to.  But what’s important here is what’s ON that Moment:

After establishing where you are, they invite you to retweet your favorite moment from the trailer, and then they provide video clips and pre-made animated gifs of the various sections of the trailer, so that sharing can be instantaneous:

From here, of course, you have a collection of resources that can be spread throughout social media.  I wish I’d spotted this an hour earlier so I could have seen the live interview they also did with the New York Times, but still, this is pretty impressive.

So let’s review what Valerian: City of a Thousand Planets did:

  1. Introduce the trailer
  2. Involve the audience and increase engagement
  3. Gather a list of handles for interested users for remarketing
  4. Control the initial “data dump” users got after seeing the trailer
  5. Provide a large number of attractive (and preapproved) assets for sharing by engaged users

The Facebook campaign was a little different; Facebook penalizes you for literally asking people to click.  Still, an interesting method!

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