By Schuyler Rooth, Persado Content Manager and Mary Anderson, Persado Content Specialist
Statues will be handed out, speeches will be cut off and hopefully envelopes will be accurate this Sunday when the 90th Academy Awards take place at Dolby Theatre in Hollywood. As much as it would be nice to say that each award is completely based on merit, there is a promotional aspect to winning an Oscar, hence why we’ve seen stars hit the late-night TV circuit and the “for your consideration…” trailers. At Persado, our machine-learning tools help some of the top brands emotionally connect with their judges (an audience) across every channel, including email and social media. In honor of the 2018 Oscars, we thought we’d flip the script a bit and give some of this year’s top contenders for Best Picture an emotional uplift.
Original Tagline: “Just because you’re invited, doesn’t mean you’re welcome”
Synopsis: Get Out begins innocently enough. Chris and Rose have reached the meet-the-parents stage of their relationship (which provokes Excitement with a substantial dose of Anxiety). So they venture upstate to Rose’s parents’ house. Quickly, Chris discovers that he’s not just there for introductions and a weekend getaway.
Emotions Detected: Anxiety, Curiosity and Intimacy
Persado Tagline: Brace yourself. Chris doesn’t know what he’s in for. (Anxiety and Curiosity)
Facebook Ad: Make yourself at home. (Intimacy)
Why? We tried two different approaches for Get Out. For our email subject line, we chose language that reflects the mounting sense of Anxiety that’s present throughout Get Out. There’s also some Curiosity in there, coaxing people to open to figure out what, exactly, Chris is in for. For a possible Facebook ad, we went with a friendly, intimate approach and used a common phrase.
Original Tagline: “Time to fly”
Synopsis: Ladybird is about the turbulent bond between a mother and her teenage daughter, and the trials of teenhood itself. Both mother and daughter are deeply loving, deeply opinionated, and incredibly strong-willed. The film explores the relationships that shape our very core and what it means to feel at home.
Emotions Detected: Fascination, Curiosity, Excitement and Guilt
Persado Subject Line: Remember what it’s like to be young again. (Fascination)
Persado Facebook Ad: Don’t miss your chance to relive your teenage years. (Guilt)
Why? We highlighted experience of teenhood with our emotional language for Ladybird using two different tones. We got a little nostalgic for the first one, and used language that provokes Guilt for the second one. Both of these approaches make the film sound particularly #relatable, because we all experience teenhood, and there’s something very enticing about peering into someone else’s experience with it.
Call Me By Your Name
Original Tagline: Is it better to speak or die?
Synopsis: Put simply, Call Me By Your Name is a tale of first love. Elio, a precocious 17 year old, meets Oliver, a charming older scholar. Elio is mature for his age — his sophistication and intellect surpass that of the average teen — but he’s still very innocent nonetheless. Over the course of a summer at Elio’s family’s house in northern Italy, a rare, undeniable desire ignites between the two that will change them both forever.
Emotions Detected: Curiosity, Fascination, Excitement and Guilt
Persado Email Subject Line: What does it feel like to be in love? (Curiosity)
Persado Facebook Ad: Let’s keep this movie between us. (Exclusivity)
Why? We capitalized on two of the most prominent emotions in Call Me By Your Name: Curiosity and secrecy (secrecy falls under Exclusivity in our Wheel of Emotions (maybe add a link to the wheel?). The email subject highlights love, one of life’s great mysteries. The Facebook ad uses a coy, conversational tone, suggesting that readers will get in on a secret if they see the film. Both could motivate viewers to run to the theater and judges to want to learn more.