LOS ANGELES - Ouija generated a lot of hype for being the first movie -- make that any product -- to appear as an ad on Snapchat. But despite all the buzz that was generated among marketers by Universal's move to promote the thriller, is the social media platform really an effective way to reach younger moviegoers? Depends on who you ask. Universal is touting its 19-second Ouija video as a success, saying "we were very pleased with the Snapchat integration. Performance exceeded our expectations and generated millions of exposure impressions and views for the film to their daily user base," said Doug Neil, Universal's executive VP of digital marketing. Neither Snapchat, or...
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