6/19/2016

TeasercampaignWikipedia,thefreeencyclopedia

Teasercampaign
FromWikipedia,thefreeencyclopedia

Ateasercampaign,alsoknownasaprelaunchcampaign,isanadvertisingcampaignwhichtypicallyconsists
ofaseriesofsmall,cryptic,challengingadvertisementsthatanticipatealarger,fullblowncampaignforaproduct
launchorotherwiseimportantevent.Theseadvertisementsarecalled"teasers"or"teaserads".Ateasertrailerfor
anupcomingfilm,televisionprogram,videogameorsimilar,isusuallyreleasedlonginadvanceoftheproduct,so
asto"tease"theaudience.
Anearlyexampleoftheteasertrailerwastheoneforthe1978SupermanfilmbyRichardDonner.Thefilmwas
alreadynearlyayearlateitwasdesignedtoreinvigorateinterestintherelease.
Teasercampaigns,orteaseradvertising,canbedefinedasaplannedsetofcommunicationactivitiesdesignedto
arouseinterestwithoutgivingtoomuchaway(TrehanandMaan,2012).Often,itisnotasingleadvertisementbut
aseriesofinterrelatedcommunications,combiningmultipleformsofadvertising,surroundingasinglethemeor
ideathatconsumersfollowtofillintheinformationandleaduptothereveal(MenonandSoman,2002).
Oneofthebiggestadvantagesofteasercampaigns,isitsabilitytocreatewonderandattractcuriositythroughthe
concealmentofkeyinformationsuchasbrandnames,productnamesandotherdetailsthatregularadvertisements
basetheirpromotionon.Theaudienceisinterestedtofindoutmorewhentheyrecognizethecuesgiveninthe
advertisementandfilltheknowledgegap.Thiscoaxesthereceivertoseekoutinformationandfulfillthedesireto
knowmore(MenonandSoman,2002).Teasercampaignscanbeutilizedforfilm,productlaunches,brand
launches,viaSMSmessaging,reciprocalcommunicationviaahotlinetextservices,politicaladvertisingand
publicserviceannouncements.[1]

Contents
1 Formarketing
1.1 TheSimpsons31seasons19892020
2 Roleinadvertising
3 Forfilms
4 Seealso
5 References

Formarketing
Teasersforbrandsorforproductscanbeveryeffectiveintodayssocialmediaorientatedworldtohelpbuildand
maintainhypeforanewproductorbrand.Teasercampaignsareoftenusedclosetothereleasedatetoenticethe
audiencescuriosity.Theycanbuildmomentumthroughorganic(unforcedandunpaid)interactions,inparticular
throughsocialmediasharingwiththeintentionofgettingpeopleinvolvedinandinteractingwiththecampaign.
Oneofthemajorelementsinasuccessfulteasercampaignisahashtag.Ahashtagisawordorphrasethathasa#
signbeforeit.ItisoftenusedonmanysocialmediasitessuchasTwitter,FacebookandInstagram.Thepurposeof
usingahashtagistoexpressafeelingandbeassociatedwithamessage,ideaorspecifictopic.Thehashtag
collatessimilarimagesorstatuseswiththesamehashtaginoneplace.Inteasercampaignsahashtagcanbeavery
effectivewayofnamingthecampaignandallowinginteractionwithintheaudiencetooccur.Anexampleofthisis

https://en.wikipedia.org/wiki/Teaser_campaign

1/4

6/19/2016

TeasercampaignWikipedia,thefreeencyclopedia

shownbyChristianDiors#IconicColorscampaignthatlastedonedayontwitter.Throughtweetstheyreleased
bothtextpostsandimageshintingatapossiblenewmakeupline.Withinthefirsttwohourstheyhadreceivedover
1000retweetswithmoretocomeastheycontinuedtoteasemorecolours.[2]
Asecondelementthatcanworkinmarketersfavouristheelementofexclusivity.Onlyreleasinginonetouch
point,forexampleTwitterorInstagram,enablestheaudienceonthemediasitetobemoreengagedastheyare
viewingexclusive,followersonly,andVIPcontentthatcanonlybeviewedthroughthesingleplatform.But
whenreleasingthefullline,usingallsocialmediachannelsmaybemorebeneficial.
Anotherlargeelementwhenconsideringateasercampaignisthereleaseofimagesthatevoketheviewers
curiosity.Tocreatethis,thecompanymustreleaseapictureorpicturesthatdonotgivethewholethingaway,there
aremanydifferentwaysofexecutingthis,whetherpostinganextremecloseuporsectionofthepicture,postinga
singlephotofromaselectionorusingaseeminglyoutofcontextphotowiththeproductorthemeaninghidden
withinit.Theseimagesusesthecuriosityandmysterytobuildanticipationandexcitementaroundtheproductor
brandthatisbeingreleased.[3]

TheSimpsons31seasons19892020
TheSimpsons400thEpisode(StarWarsEpisodeI:ThePhantomMenaceParody)
TheSimpsons500thEpisode(StarWarsEpisodeII:AttackoftheClonesParody)
TheSimpsons552Episodes(StarWarsEpisodeIII:RevengeoftheSithParody)
TheSimpsons100thEpisode(StarWarsEpisodeIV:ANewHopeParody)
TheSimpsons200thEpisode(StarWarsEpisodeV:TheEmpireStrikesBackParody)
TheSimpsons300thEpisode(StarWarsEpisodeVI:ReturnoftheJediParody)
TheSimpsons600thEpisode(StarWarsTheForceAwakensParody)

Roleinadvertising
Teasercampaignsareusedovertraditionaladvertisingtechniquebybrandsandcompanieswhowishtolaunch
newproductsintotherelevantmarket,oftenbeforetheproductisfinalizedinproductioninordertocreateabuzz
(thedegreeofattentionabrandgainsinthemarket)andgainheadwaybeforetheproductisreleased.Bydoing
this,brandscangainknowledgeonhowconsumersarerespondingtoaspectsoftheproductbeforeitisfinalized
andmakechangesifneeded(TrehanandMaan,2012).Studieshavefoundthatadvertisementsthatimmediately
introducethebrandnamehavelessofanassociationbuildingeffectbetweenthebrandandproductcategory,than
advertisementsthatevokemysteryandonlyrevealbrandnamesoncetheviewerishooked(Fazio,Herrand
Powell,1992).Teaserscanalsobeusedtodrawattentiontoauniqueelementofabrandratherthanseparateit
completelyfromthemarketandinformconsumersaboutadifferentiatedsellingproposition.
Brandsthatalreadyhaveapositioninthemarketcanuseteasercampaignstocreatenewbrandimageryespecially
iftheyhavegonethroughmanagerialchanges,rebrandingordecidedtotargetanewmarketduetoattentionfrom
anunexploredsegment.Teasercampaignsallowbrandstointroducethemselvesinacontrolledanddesiredwayin
anattempttopossiblychangethepublicscurrentperceptionofthebrand.Teasercampaignsfromknownbrands
givespaceforboththeadvertiserandtheconsumertofeeloutthemarketbeforerebranding.Whencompanies
decidedtopresentaproducttothemarketagaininadifferentlight,teaserscanbesuccessfulinrebrandingand
creatingfreshexcitementfortheirproductsandservices(TrehanandMaan,2012).
Teasercampaignsaretheultimatecreativeadvertisingstrategywhichbodeswellifabrandwantstobeperceived
asinnovative,originalorimaginative.Throughinterrelatedadvertisingcontent,thebrandhasthechancetoreveal
totheconsumersmallpartsofthefinalmessageatitsownpace.Often,themessagestheaudiencearereceiving
aresoimaginative,thattheycreateinterestbutdontgetfiguredouteasily.Agoodexampleofthiswasinternet
campaignGotMilk.IntheUS,viralmessagesabouthowcowabductionsweresaidtobeincreasingwerebeing
https://en.wikipedia.org/wiki/Teaser_campaign

2/4

6/19/2016

TeasercampaignWikipedia,thefreeencyclopedia

sharedaroundandaspeoplespeculatedandtheorizedastowhythiswayhappening,thecampaignrevealedthe
punchlinealienswerestealingthecowsastheyknewthebenefitsofdrinkingmilk!Thisservedasasortofpublic
serviceannouncementtoincreasenutritionalawarenessandboostthemilkindustry(TrehanandMaan,2012).
Teasercampaignsincreasebusinesstoconsumerinteractionthroughdialogue.Theadvertisementsstartdiscussions
betweenconsumers,mediaoutletsandonsocialmedia.Asuccessfulteaseradinitiatesinterpersonal
communicationbetweenfriends,groupcommunicationinworkplacesandsocialsituationsandinthevirtualworld
suchasonFacebook,InstagramandYouTube.Campaignscanallhavedifferentobjectiveswhetheritbetoentice
consumerstoseekoutmoreinformationandrewardthemwiththegratificationoffiguringoutthepunchline,or
businesscommunicatingwithcustomersbydeliveringsmalltidbitsofinformationandallowingthemtorespond
(TrehanandMaan,2012).
Teasercampaignsareagoodwaytocreateabusinesstoconsumerbondbyforcingtheaudiencetofollowthe
campaignsjourneyinordertopiecetogetherthemessage.Becausetheseadvertisementsarebasedoncuriosityin
ordertopromoteaproduct,theaudiencelooksforwardandseeksoutthenextpieceofthepuzzlewhichformsan
attractiontothatbrandoveragainduetotherepeatedmessagesdeliveredthroughtheteasercampaign(Trehanand
Maan,2012).

Forfilms
Filmteasersareusuallymadeforbigbudgetandpopularlythemedmovies.Theirpurposeislesstotellthe
audienceaboutamovie'scontentthansimplytoletthemknowthatthemovieiscomingupinthenearfuture,and
toaddtothehypeoftheupcomingrelease.Teasertrailersareoftenmadewhilethefilmisstillinproductionor
beingeditedandasaresulttheymayfeaturescenesoralternateversionsofscenesthatarenotinthefinishedfilm.
Oftentheycontainnodialogueandsome(notablyPixarfilms)havescenesmadeforuseinthetraileronly.Teaser
trailerstodayareincreasinglyfocusedoninternetdownloadingandthefanconventioncircuit.Someteasertrailers
showaquickmontageofscenesfromthefilm.
AnexampleforateasertrailerwouldbeoneforInsideOut,whichfeaturesclipsofToyStory,ABug'sLife,
Monsters,Inc.,FindingNemo,TheIncredibles,Cars,Ratatouille,WALLE,Up,ToyStory3,Brave&Monsters
University.Italsofeaturesasceneinwhichafanknocksoverballs&anothersceneinwhichthe5emotionsdoa
grouphug.Intheend,Sadnesswalksuptothescreenslowlyfromtheright,&thenleaves.
TheteaserfortheBatmanfilmstarringMichaelKeatonwasanemergencymarketingmovethatsuccessfully
convincedangeredcomicbookfansthatthefilmwouldrespectthesourcematerial.
Recentexamplesofmajormotionpictureeventsthatusedteaser
trailerstogainhypearetheTheLordoftheRingstrilogy,the
Disney/PixarfilmCars,thenewerStarWarsfilms,andtheSpider
Manfilms.TheDaVinciCodeteasertrailerwasreleasedevenbeforea
singleframeofthemoviehadbeenshot.HarryPotterandtheHalf
BloodPrince'steasertrailerwasreleasedsurprisinglylate,butwhenit
waspushedbackfromNovember21,2008toJuly17,2009,thetrailer
wassurprisinglyearly.Someteasershaveappearedoverayear(or
longer)priortothemovie'sreleasedate.Forexample,ateaserforThe
IncredibleswasattachedtotheMay2003filmFindingNemo,afull18
monthsbeforeTheIncredibleswasreleased.AtrailerforDespicable
TheDaVinciCodeEurostarinParis
Me2wasattachedtotheMarch2012filmTheLorax,afull16months
beforeitsscheduledrelease.AtrailerforBlueSky'sThePeanuts
Movie(whichcameoutNovember6,2015)wasattachedtoRio2,afull20monthsbeforeitsscheduledrelease.
https://en.wikipedia.org/wiki/Teaser_campaign

3/4

6/19/2016

TeasercampaignWikipedia,thefreeencyclopedia

Sometimesamoviegoesthroughsomanyrevisionsthatthereisalongdelaybetweentrailerandrelease.For
instance,WheretheWildThingsArehadateaserwithHowtheGrinchStoleChristmasin2000butwasnot
releaseduntil2009.Itwasthelongestsuchgapinhistory.
AteaserforStarWars:EpisodeIThePhantomMenacewasattachedtothefilmsTheSiegeandABug'sLife,
anditwasreportedthatmanypeoplehadpaidforadmissiontothefilmjusttowatchthetrailer,andhadwalked
outafterthetrailerhadbeenscreened.[4]TeasersforStarWars:EpisodeIIAttackoftheClonesandStarWars:
EpisodeIIIRevengeoftheSithwereshownbeforethePixarfilmsMonsters,Inc.andTheIncredibles,
respectively.TheteasertrailerforCloverfieldwasfirstpubliclyshownattachedtothefilmTransformers.Atthis
point,nothingaboutthefilmwasknown,andtheoneandahalfminuteteaserdidnotincludethemovietitleonly
theproducer'sname,J.J.Abramsandareleasedate,1.18.08,wereshown.Theteasertrailerforanotherfilm
directedbyAbrams,StarTrek,wasattachedtoCloverfielditself,depictingthestarshipUSSEnterprisebeing
constructedonEarth,andagainshowingnotitle,theStarfleetInsigniawasshowninstead.TheStarTrekteaser
trailerannouncedthereleasedateasChristmas2008,butthemoviewaseventuallydelayedtoMay8,2009,
makingthewaitbetweentheteasertrailer(http://www.upcomingmovietrailer.com/)andthemovieitself16
months.Someteasersdon'tshowthetitlebutviewerscanseethetitlewhentheURLforthefilm'swebsiteis
shown,suchasBattle:LosAngeles.SomeURLsdon'tfeaturethefilm'stitle.
ManyDVDversionsofmovieswillhaveboththeirteaserandtheatricaltrailers.Oneofthemorenotable
exceptionstothisruleisSpiderMan,whoseteasertrailerfeaturedaminimovieplotofbankrobbersescapingina
helicopter,gettingcaughtfrombehindandpropelledbackwardintowhatatfirstappearstobeanet,thenisshown
tobeagiganticspiderwebspunbetweenthetwotowersattheWorldTradeCenter.Afterthe9/11attacks,the
trailerandassociatedteaserposter(wherethetwotowersappearasareflectioninSpiderMan'seyepieces)were
pulledfromdistributionintheatersandhaveneverbeenreleasedonDVD.

Seealso
Trailer(promotion)

References
1.KulveenTrehan,G.S.Maan(2012)TeaserCampaigns:AnEffectiveAdvertisingExecutionforVariedGoods,
Omicsgroup.org(http://www.omicsgroup.org/journals/teasercampaignsaneffectiveadvertisingexecutionforvariedgoo
dsservicesandideas21657912.1000138.pdf)
2."DiorparadesexclusivecolorsviaonedayTwitteractivationLuxuryDailyInternet".luxurydaily.com.Retrieved
20160401.
3.Trehan,K.,Maan,GS.(2013)UsesandFunctionsofTeaserCampaignsinAdvertisingandPromotion:AContent
AnalysisofNewspaperandTelevisionAdvertisementsinIndia.JMassCommunicatJournalism3:145.doi:
10.4172/21657912.1000145
4.Reuters(November20,1998)."StarWarstrailergetssneakpreview".CNN.Retrieved12September2010.

Retrievedfrom"https://en.wikipedia.org/w/index.php?title=Teaser_campaign&oldid=725445281"
Categories: Filmadvertisingmaterial
Thispagewaslastmodifiedon15June2016,at18:12.
TextisavailableundertheCreativeCommonsAttributionShareAlikeLicenseadditionaltermsmayapply.
Byusingthissite,youagreetotheTermsofUseandPrivacyPolicy.Wikipediaisaregisteredtrademark
oftheWikimediaFoundation,Inc.,anonprofitorganization.

https://en.wikipedia.org/wiki/Teaser_campaign

4/4