August 16, 2012 by Todd Wasserman
At first blush, Klondike, the Unilever ice cream brand, and the classic 1972 film The Godfather appear to have little in common.
Well, maybe on second blush as well, but Unilever has apparently made Paramount Digital Entertainment an offer it couldn’t refuse and has let Klondike use clips from that film as well as Forrest Gump, Tommy Boy and Wayne’s World for social media marketing purposes. Starting Thursday Facebook Page Moments of Glory, as the app is known, is letting fans send the short clips, with customized messages and music, to friends.
In the case of The Godfather, you can send the 30-second clip in which Michael Corleone (Al Pacino) becomes the new don to a friend who just got a promotion perhaps. Also available is the infamous scene in which movie producer Jack Woltz wakes to find his favorite horse’s severed and bloody head in his bed. (It’s not as clear which situation would warrant that; perhaps for an embarrasing one-night stand?)
The app is built on GorillaSpot Media’s “ReelCards on Facebook” app and features approximately 150 clips. Recipients also have the option to purchase the full-length films.
Klondike, known to older consumers for its “What Would You Do For a Klondike?” jingle, has forged a social media-savvy path for itself of late, partnering with podcast king Adam Carolla for short clips and with Rob Delaney, a.k.a. the “funniest man on Twitter,” for a Twitter promo seeking other Twitter wits.
Though the latest promotion appears to be indicative of a scattershot approach to social media, there is some precedent: Unilever, Paramount Digital Entertainment and GorillaSpot partnered in early 2012 for a “Magnum Mini Moments” Facebook app that similarly featured 200 minutes of funny, outrageous and touching moments culled from Paramount’s archives.
http://mashable.com/2012/08/16/klond...eam-godfather/
By s7venwords - 08-17-2012, 03:35 AM - 
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