The film adaptation of Toby Young's "How to Lose Friends and Alienate People" is being promoted with an "anti-social networking" application available to download on Facebook.
When added to a user's profile, the tongue-in-cheek application becomes the antithesis of the real site by allowing people to send their friends bad gifts, doodle unflatteringly on their profile pictures and tell them what they really think of them.
By advertising the film in such a subtle way but on such a popular platform, Paramount was able to gain publicity for the film in a fun and engaging way with the benefit of word of mouth.
~ ~ ~
CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.