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CNN Live At Daybreak
Guerrilla Marketing
Aired November 12, 2003 - 05:54 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
CAROL COSTELLO, CNN ANCHOR: Have you ever gone to a movie and suffered through people talking back at the screen? Well, in some theaters people are yelling at the screen and it's got nothing to do with the movie.
Here's Jeanne Moos on guerrilla marketing.
(BEGIN VIDEOTAPE)
JEANNE MOOS, CNN CORRESPONDENT (voice-over): Suppose you're in a movie theater watching trailers...
UNIDENTIFIED MALE: The Cat In the Hat.
MOOS: And mindlessly gobbling popcorn when this happens.
UNIDENTIFIED FEMALE: Who are you!
UNIDENTIFIED MALE: A chill in a group of freak outs.
UNIDENTIFIED FEMALE: Thank goodness for bad boys.
MOOS: Who are those people shouting at the screen?
UNIDENTIFIED MALE: It's crazy people.
UNIDENTIFIED MALE: Crazy people.
UNIDENTIFIED MALE: That was pretty weird. My first reaction was to freak out.
UNIDENTIFIED FEMALE: A white hot meteor against a cloudy sky.
MOOS (voice-over): Shocked silence then laughter and even applause for the latest in guerrilla marketing.
UNIDENTIFIED MALE: We call it a theater jam.
MOOS (on camera): A theater jam?
UNIDENTIFIED MALE: Jam.
MOOS (voice-over): An ad agency called True Agency cooked this one up for its client Nissan. Four actors plant themselves in the audience. Each has one line.
UNIDENTIFIED MALE: A chill in a group of freak outs. UNIDENTIFIED FEMALE: Thank goodness for bad boys.
MOOS (on camera): But what's that have to do with a car?
(voice-over): Apparently it's aimed at building the Ultima's image. For this advertising experiment, the agency chose showings of "The Matrix" in seven major markets, figuring "The Matrix" crowd would be receptive.
UNIDENTIFIED MALE: That was good.
UNIDENTIFIED MALE: That was funny.
UNIDENTIFIED MALE: It was good.
UNIDENTIFIED MALE: It got us.
MOOS: But when you're paying eight or 10 bucks a seat, any commercials can be maddening.
UNIDENTIFIED FEMALE: I've been told to sit down.
UNIDENTIFIED MALE: Yes.
UNIDENTIFIED FEMALE: Sit the bleep down.
MOOS: But the ad agency says more people clap after the commercials than when the movie ends. The audience did some interacting of its own.
UNIDENTIFIED MALE: What the (OBSCENE WORD OMITTED).
MOOS: The next time someone does this to you in a theater...
(on camera): Shhh.
(voice-over): Try telling them you're interacting with the screen.
Jeanne Moos, CNN, New York.
(END VIDEOTAPE)
TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com
Aired November 12, 2003 - 05:54 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
CAROL COSTELLO, CNN ANCHOR: Have you ever gone to a movie and suffered through people talking back at the screen? Well, in some theaters people are yelling at the screen and it's got nothing to do with the movie.
Here's Jeanne Moos on guerrilla marketing.
(BEGIN VIDEOTAPE)
JEANNE MOOS, CNN CORRESPONDENT (voice-over): Suppose you're in a movie theater watching trailers...
UNIDENTIFIED MALE: The Cat In the Hat.
MOOS: And mindlessly gobbling popcorn when this happens.
UNIDENTIFIED FEMALE: Who are you!
UNIDENTIFIED MALE: A chill in a group of freak outs.
UNIDENTIFIED FEMALE: Thank goodness for bad boys.
MOOS: Who are those people shouting at the screen?
UNIDENTIFIED MALE: It's crazy people.
UNIDENTIFIED MALE: Crazy people.
UNIDENTIFIED MALE: That was pretty weird. My first reaction was to freak out.
UNIDENTIFIED FEMALE: A white hot meteor against a cloudy sky.
MOOS (voice-over): Shocked silence then laughter and even applause for the latest in guerrilla marketing.
UNIDENTIFIED MALE: We call it a theater jam.
MOOS (on camera): A theater jam?
UNIDENTIFIED MALE: Jam.
MOOS (voice-over): An ad agency called True Agency cooked this one up for its client Nissan. Four actors plant themselves in the audience. Each has one line.
UNIDENTIFIED MALE: A chill in a group of freak outs. UNIDENTIFIED FEMALE: Thank goodness for bad boys.
MOOS (on camera): But what's that have to do with a car?
(voice-over): Apparently it's aimed at building the Ultima's image. For this advertising experiment, the agency chose showings of "The Matrix" in seven major markets, figuring "The Matrix" crowd would be receptive.
UNIDENTIFIED MALE: That was good.
UNIDENTIFIED MALE: That was funny.
UNIDENTIFIED MALE: It was good.
UNIDENTIFIED MALE: It got us.
MOOS: But when you're paying eight or 10 bucks a seat, any commercials can be maddening.
UNIDENTIFIED FEMALE: I've been told to sit down.
UNIDENTIFIED MALE: Yes.
UNIDENTIFIED FEMALE: Sit the bleep down.
MOOS: But the ad agency says more people clap after the commercials than when the movie ends. The audience did some interacting of its own.
UNIDENTIFIED MALE: What the (OBSCENE WORD OMITTED).
MOOS: The next time someone does this to you in a theater...
(on camera): Shhh.
(voice-over): Try telling them you're interacting with the screen.
Jeanne Moos, CNN, New York.
(END VIDEOTAPE)
TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com
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