VARITALK | FOR MEDIA

Our long history of entertainment marketing success starts with a campaign virtually no one remembers now: theatrical and home entertainment campaigns for Warner Brothers' "A Cinderella Story", starring Hilary Duff. We did these projects in 2004 - more than a year before "Snakes", and more than a million years (in Viral Marketing Time) before the general acceptance of "viral" as a legitimate advertising form. "A Cinderella Story" fans generated more than a half million unique, individually personalized messages in about thirty days - far more than the fifty thousand originally anticipated.

What A Cinderella Story (and Snakes and 30 Rock, and Scarface, and Transformers, and ...) proved was that personalization is a bridge that fans will cross to be closer to the celebrities they love. That translates to consistent (sometimes great) results for short-flight entertainment marketing campaigns designed to raise awareness about a release or street date.