MySpace offers entertainment clients a coveted spot

Film and TV-show profile pages, everything from The Hills Have Eyes to Pirates of the Caribbean: Dead Man's Chest, have become ubiquitous on MySpace.com. For building buzz, it can literally make or break an entertainment property's success.

Film and TV-show profile pages, everything from The Hills Have Eyes to Pirates of the Caribbean: Dead Man's Chest, have become ubiquitous on MySpace.com. For building buzz, it can literally make or break an entertainment property's success.

Incorporating contests, videos, and partnerships with like-minded brands, and even complimentary ad initiatives, MySpace campaigns on behalf of film and TV properties generate "positive word-of-mouth and awareness in a very short period of time," says Ian Schafer, CEO of Brooklyn, NY-based Deep Focus, an interactive marketing agency which has crafted MySpace campaigns for Clerks 2 and HBO's Entourage, among others. "It allows us to create and sustain a dialogue with the most diehard audience," he adds.

"All of our clients have MySpace pages," says Katy Saeger, SVP and GM at 5W PR in Los Angeles. The site is particularly effective, she says, for "up-and-coming talent that doesn't have the marketing dollars to promote themselves." Particularly noteworthy, Saeger says, is MySpace's video footage, which can be embedded in sites and transmitted virally.

Dawn Miller, president of LA-based Levine Communications Office (LCO), says that with 90 million-plus members, MySpace allows clients "to market themselves globally in a way they never could before."

Miller adds that LCO recently relied on MySpace to promote independent and niche film clients, such as The Boys and Girls Guide to Getting Down, announcing news and screenings and "proactively creating member discussion." And when the DVD is out, she says, filmmakers will have immediate access to an interested community to whom they can send a non-intrusive bulletin letting them know.

"I've seen a lot of things on MySpace that don't belong [there]," says John Tellem, head of the entertainment unit at LA-based Tellem Worldwide, emphasizing the site's importance among highly targeted audiences. "We have been selective about what we've chosen to put on there."

To garner attention - and help guide users through potential clutter - "every effort must be personalized, like pitching a reporter a local story," adds Tellem AE Dan Grody. "It's time-consuming, but it makes sense."

Key points:

MySpace lets marketers reach out to established communities who have accepted you as a "friend" and are willing to receive communication

MySpace allows for ad initiatives and partnerships with like-minded brands

Entertainment clients can benefit from MySpace's embedded video capability

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