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October 02, 2006

Borat Movie - Top Secret Invitation from MySpace

posted by MR WAVETHEORY at 10/02/2006 08:22:00 PM

Borat is a ridiculous movie about a Kazakstan's sixth most famous man and a leading journalist who comes to America to make a documentary for the State run TV network. It's so dumb, it's funny. The movie is using some real viral marketing to generate buzz. Check out the site of the Borat movie. You must enter top secret code to enter- if you find the code, please post it! Also, the movie producers signed up with MySpace's BlackCarpet to do private screenings in cities, complete with a MySpace profile for Borat.

The video below has been viewed over 800,000 since it was posted in August.

It's pretty wild. MySpace seems to have really found a business model in driving crowds to popular entertainment products. You can see also the edgy pictures and photos of Borat at the Cannes festival. The genre of content definitely is geared towards a younger crowd which really pushes the limits. I think this Borat movie premiere shows what big social networks can do. It's a great example of what MySpace can do that portals can't. While Yahoo! is merely linking to movie trailers for Borat, MySpace is getting users engaged in promoting and discussing it. That's a very different model - one that is interactive rather than static. What this means is that portals that focus on static information and content need to move towards more interactive experiences. Think about how AOL became successful. It was the chat rooms. MySpace is the same.

The success of MySpace really brings into question the viability of Yahoo!, MSN, AOL, and Google's current marketing strategy. After all, you don't seem them amassing loyal audiences that treat the site like a playground. Most of the users still go there because of e-mail which is static, boring, but necessary. I think it's only a matter of time before the portals go the MySpace route. Already, users are using it for messaging and this could bite into the e-mail usage of loyal portal users. MySpace is about fun products and entertainment and consumers like to have fun.

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