Miramax Gets "Bridget Jones" Fans Involved
Instead of using its Miramax.com site, the studio wanted to reach MSN's much larger audience of 60 million visitors a month, said Ian Schafer, Miramax's director of new media. In addition, MSN has placement in the film, and its audience showed interest in the "Bridget Jones" book series.
The site, entertainment.msn.com/bridget, offers several interactive features to match themes in the film, which stars Renée Zellweger as Bridget Jones and Hugh Grant as her boss.
"A primary theme of the movie is communication, with Bridget and her boss sending e-mails back and forth, instant messaging ... and the diary title itself," Schafer said. Visitors can download a "Bridget Jones" screensaver, take a quiz on how similar they are to Bridget Jones, listen to clips from the soundtrack and view video clips from the premiere.
In the site's "Find Yourself in Bridget Jones" sweepstakes, visitors who upload their photograph and story demonstrating how they relate to Bridget Jones are entered to win a trip for two to London. They can search photos and stories by keywords or subjects, read the stories or e-mail them to friends. Using Kodak PhotoQuilt, those who submit photos can contribute to a photo collage and find their photo in the "quilt."
"It builds a community of people who are interacting directly," Schafer said. "It allows people to tell a story, to live through her character, to literally find themselves in Bridget Jones through the photo." Pictures from the PhotoQuilt also will be turned into a Photomosaic, an image of Bridget composed from various photos.
Miramax expects to have 3,000 to 5,000 submissions by the end of the sweepstakes, primarily from the target demographic of women age 18 to 34. Some men also have entered photos and stories at "Bridget Jones's Diary" parties held in several U.S. cities to promote the movie.
To fuel interest in the site and the film, Miramax sent e-mails to subscribers from its opt-in database, and MSN e-mailed its Entertainment and Live newsletter members. The Live newsletter touted an MSN live chat with Hugh Grant. The site also was promoted on MSN's Match.com, where visitors were invited to submit their "best snappy comeback to the age-old question, 'Why aren't you married yet?' " They also could click to the MSN site to submit their photo for the sweepstakes.
Meanwhile, Miramax is evaluating PhotoQuilt for use in other promotions on Miramax.com.