Good marketing is everywhere if you know how to look. (LOOK OUT! IT’S RIGHT BEHIND YOU!)

You’re surrounded by tests of what works and what doesn’t, what they could have done better and what you still can. That’s the idea behind our new feature, Brands to Watch. Each month, a veteran marketer breaks down a campaign that caught their eye. 

This month, my friend and colleague, Ramona Sukhraj, digs into a gutsy gambit from NEON…

|   Brands to Watch

NEON’s horror movie marketing is killing it lately — pun very intended. After the Longlegs promotion last year, the film distributor impressed me again with its campaigns for the Dave Franco-Alison Brie feature Together. 

In the movie, the real-life married actors find their characters battling a horrifying force after a move to a countryside home. To prove just how terrifying the movie is, NEON collaborated with Our Ritual to offer a free therapy session to couples who saw it opening weekend and 20% off to everyone afterward. 

When I saw this offer on Instagram, I thought, “Damn, that’s bold.” It’s a big claim to say people will need therapy after seeing your movie and — for a lot of horror fans I know — a huge selling point. It walks a fine line of sensitivity when it comes to mental health, but for much of the film’s demographic, I can definitely see how it struck the right chord. That comment section doesn't lie.

The takeaways:

• Consider the heart of your message and how your brand partnerships convey that. Partnering with a therapy service may seem like an odd choice for a movie distributor, but it sends a clear message.
  
  
• Don’t be afraid to stretch outside of your target market for collaborations. Remember that you’re trying to reach new audiences.
  
  
• Know your audience. Specifically, know what you can and cannot get away with. This campaign could have easily turned sour if NEON’s audience felt it was insensitive. 

Happy Halloween! 

We've shared some marketing tricks, now here's a little treat! Please enjoy the Voids of HubSpot: