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Senior Vice President, International Digital Marketing, Sony Pictures Entertainment
Influencer Marketing isn’t a new strategy for Sony Pictures Entertainment, but the movie studio continues to tweak its approach. Though what works and doesn’t work varies across geographies, the call for authentic, engaging content resonates in all regions. Aaron Wahle, senior vice president of international digital marketing at Sony, spoke to eMarketer’s Maria Minsker about the brand’s recent global influencer campaigns for “Ghostbusters,” “Inferno” and “The Magnificent Seven.”
eMarketer: Sony has worked with influencers in the past. What made the process unique for these last three films?
Aaron Wahle: We’ve been working with a lot of the same influencers to build confidence and trust and release creative that lets them speak to their fans in their own language and visual style. In Singapore, for example, we did a “Race to ‘Inferno’” event. Imagine a one-day “Amazing Race” where influencers had to go tromp through the entire Marina Bay Sands hotel from top to bottom to find clues to solve a mystery just like the actors in the film. Those are the kind of experiences that influencers are looking for, not just a straight-up press junket.
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