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Al Gore and MySpace Team Up to Promote Climate Change Documentary. Rock On Mr. President!

By B.L. Ochman Paramount Pictures and Former Vice President Al Gore have begun a broad and brilliant partnership with MySpace to promote the climate change documentary "An Inconvenient Truth." Gore said in a statement, "MySpace has a unique ability to mobilize its community around an urgent cause."

Gore, now the dark horse in the 2008 elections, may have sounded like a jerk when he said he invented the Internet, but he certainly is demonstrating a remarkably astute understanding of how to use it for his cause. Rock on Mr. President!

The documentary's MySpace blog features the trailer, allows ticket purchases, and invites MySpace's more than 70 million registered members to meet and exchange ideas.

In the film's trailer, Gore, who introduces himself: "Hello I'm Al Gore, I used to be the next president of the United States," says "This is not a political issue so much as a moral issue."

A link to the Climate Crisis website contains a pledge to see An Inconvenient Truth on opening weekend, [this weekend] which has 113.,096 pledges. Among other features, the page offers a "personal environmental impact calculator" for users to assess their personal contribution to global warming. The site also includes related facts and tips for living "green."

The campaign will culminate in a 10-city MySpace theater buyout on June 16, with free tickets going to select members of "An Inconvenient Truth"'s MySpace community. MySpace is also contributing a significant amount of ad space to raise climate change awareness.

In addition, MediaPost reports, MySpace's music channel is featuring an artist-on-artist interview between the former vice president and a to-be-announced rock star who is also happens to be part of the MySpace community. The MySpace movies channel will spotlight an interview with the film's director, Davis Guggenheim.

Categories: Ad targeting, Advertainment, Advertising Campaigns, Alternative Marketing, B.L. Ochman, Best Practices, Blog Advertising, Cross Media, Internet strategy, Leaders, Marketing Strategy, Trends, Viral Marketing

BL Ochman | May 25 06 3:53 | TrackBack (0)

Comments

it's a shame that people make fun of gore for the "invented the internet" thing when the people who were actually there say he was critical in its birth. says vint cerf: "Bob [Kahn] and I believe that the vice president deserves significant credit for his early recognition of the importance of what has become the Internet."

http://www.politechbot.com/p-01394.html

Posted by: Lucinda at May 25, 2006 8:27 PM

B.L.:

Is the link you provided (http://www.myspace.com/climatecrisis) the official MySpace blog for "Inconvenient Truth," or is it this one -- http://www.myspace.com/aninconvenienttruth? The former looks nicer and is easier to read, but the latter has attracted loads and loads of friends and is linked to from the page of MySpace founder Tom Anderson.

Amazingly, the MediaPost story doesn't provide the link and there's no mention of this partnership that I can find on the movie's website -- http://www.climatecrisis.net/blog/

Wonder why?

Posted by: Bryan Person at May 31, 2006 4:41 PM

hmmm, dunno which is "official".

and it does seem a waste not to link to MySpace from the film site.

Posted by: B.L. Ochman at May 31, 2006 6:23 PM

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About BL Ochman

Blogger, social media strategy consultant to Fortune 500 companies, and sought-after corporate speaker B.L. Ochman heads the creative team of whatsnextonline.com. She also publishes the Ethics Crisis blog for SRF Global Translations

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