Written By Jack Sindone
Account Executive
For the fast-paced, ever-changing marketing and social media strategies that shape today’s modern advertising, building “hype” has become an essential part of many media industries. Hype is “promotional publicity of an extravagant or contrived kind” typically used to foster excitement surrounding a specific event. Hype is an extremely important strategy to consider when trying to gain publicity and notably impacts consumers by raising excitement and growing the general awareness of a campaign/deliverable. The way audiences process the reveal of a campaign directly affects the extent to which the campaign spreads. Thus, the more excited the audience becomes, the more the campaign will grow and reach new audiences.
Launching a new product or event requires a grand introduction to capture the target audience's attention. A campaign that outshines the competition is valuable for gaining traction with a specific consumer population. The hyped-up reveal of something new can take shape in various forms for various entertainment outlets. This can range from advertising a high-stakes celebrity boxing match to an ad display for the latest capabilities of the soon-to-be-released iPhone. Regardless of how a teaser for a campaign is released and further marketed, it is important to assess the public’s perception. The best-case scenario is that people will begin talking about the promotions on social media, sharing teasers, and speculating about what’s coming next.
The film industry, specifically blockbuster movies, has become a business reliant on the concept of hype. If done correctly, a film’s buzz will highlight the premise and trailer, reaching mass audiences. An incredible example of the hype is the Marvel Cinematic Universe, particularly “Avengers: Infinity War”, as this film was the culmination of nineteen other films. The “Marvel Studios' Avengers: Infinity War Official Trailer” currently has over 264 million views and shocked both Marvel enthusiasts and regular moviegoers alike. “Avengers: Infinity War” raised more than $2 billion globally at the box office, and the movie's sequel, “Avengers: Endgame”, raised just over $2.8 billion. Due to hype, in the months leading up to these two films, it was rare to find someone who wasn’t aware of the excitement surrounding their releases.
Ultimately, a campaign’s hype keeps consumers interested and continues the momentum, potentially growing audience reach. Building hype is not just about the present but is rather a ripple effect, fueling a project’s long-term success by turning anticipation into consumer loyalty.
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