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New Movie Promotion Asks You to Dish on Your Closest Relations

Paramount taps Whisper app for marketing

There's nothing like a Whisper campaign for building movie buzz. The secret-sharing app is a key element for promoting the new Paramount Pictures film Men, Women and Children, asking people to post anonymous gossip about friends and neighbors.

The movie is all about relationships and family in an era of digital disaffection, and to promote it, people are encouraged to share secrets on Whisper about other people. In a first, the Whisper logo appears at the end of the movie trailer released today with the hashtag #MWC.

"Paramount and Whisper partnered to promote MWC, as the movie's theme is a natural fit with the Whisper audience," a rep for Whisper said in an e-mail today. "Men, Women & Children follows the story of a group of high school teenagers and their parents as they attempt to navigate the many ways the Internet has changed their relationships, their communication, their self-image and their love lives."

Men, Women & Children stars Adam Sandler and Jennifer Garner, and it was directed by Jason Reitman, who also did Juno.

How little do you know about the people you know?

Whisper has partnered with a number of entertainment brands lately, including MTV for its Virgin Territory show. The app is an anonymous repository of often salacious secrets.

For the show about losing one's virginity, Whisper users were encouraged to post about their first times.

In another campaign this year, among the first real advertising on Whisper, Hulu used the site to promote its new show Deadbeat, a satire about a stoned ghost medium. Whisperers were asked to discuss paranormal visitations.

The Whisper posts include photos from the movies and shows. Whisper has been slowly building more advertising within the app, and it is encouraging more use of its content in other media outlets, similar to how news and gossip sites use tweets in their stories.

Photos from Men, Women & Children will be offered to Whisper users who discuss topics related to the movie. Today, the movie also was featured in the Whisper of the day.

Paramount Pictures and Whisper partnered on the campaign, making a trade for joint promotion. In other campaigns Whsiper has charged for the placement of the native advertising in the app.

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