I work in the Search industry, so I understand Organic Search and how effective it is to promote a business, or a brand. I would also classify myself as a savvy searcher. So I thought that it was interesting when I came across a post describing how Sony was telling users to use Google to check out a new film, 2012. Sony keeps it simple with: Find out the Truth - Google Search 2012
As Eric Krangel from Silicon Alley Insider states:
Search can be a very cost effective way of promoting your brand, your business and yes even your movie. My my, how times have changed. Talk about your coming attractions. We see the site created for the movie in the number two position in Google.
For Hollywood, getting people to a movie promo website can be tricky. The problem: Almost anything a screenwriter comes up with for a title is bound to have already been used for someone's dot-com domain. So if you want people to see the website for "Fanboys," you may have to hope people will navigate to a terrible URL like http://www.fanboys-themovie.com/.
But Sony (SNE) has come up with a clever tactic: Just telling people to use Google (GOOG). Check out how Sony directs people to the website for upcoming aliens-and-armageddon movie "2012" (located at the awful URL http://www.sonypictures.com/movies/2012/ ).
You'd have to be careful to research that you were OK in the results in your target market though. Try Googling "2012" in the UK and you'd get exactly what you'd expect, and that wouldn't be the movie. That's because in the UK, "2012" is becoming synonymous with the 2012 Olympics, taking place in London. At the moment the movie site doesn't quite make the first page on google.co.uk: compare http://www.google.com/search?q=2012&gl=US to http://www.google.com/search?q=2012&gl=UK