The Real Cost Of Organic Marketing Wins

A publication I lightly follow we recently ran a piece about the marketing campaign for the movie Smile.

In the summer of 2022, the marketing team hired actors to wear the stand out yellow shirt, and smile creepily for the entire duration of a sporting event (namely Major League Baseball games). Keeping the ‘funnel’ in uniformity the ‘Smile’ was related to a scene in the movie and subsequently the cover image for their posters.

The goal was to get attention from the large audiences and cameras at these sporting events to create a buzz about WTF this is about.