\n
When a chronically online film studio like A24 makes a weepy, romantic film like We Live in Time<\/em>, one might expect a promotional campaign designed around the heightened emotion of the movie. While there was some of that sappiness, A24 marketed We Live In Time<\/em> with, well, a horse: a chaotic, scene-stealing, carousel-horse turned meme.<\/p>\nSo A24 mounted the meme and trotted away with it\u2014but it didn\u2019t entirely follow an expected playbook.<\/p>\n
Horsing around<\/h2>\n
On August 13, the X account Film Crave posted a first-look still from We Live in Time<\/em>. In it, stars Andrew Garfield and Florence Pugh are canoodling on a carousel, the very picture of romance. But it was the prominently placed, maniacal-looking prop carousel horse that attracted unusual levels of interest online. The horse was soon put into edits of iconic films, TV shows, and various awkward scenarios that delighted its internet fans and kept the film top of mind.<\/p>\n\u201cWithout him, we really are nothing,\u201d Garfield said in a red-carpet interview with etalk<\/em> at the Toronto International Film Festival in early September, joking that \u201cno one would be aware of this film if it wasn\u2019t for that fucking horse.\u201d<\/p>\nWhen an organic audience reaction like this happens, speed can be of the essence, according to Samantha Schuster, connections director at creative agency VML. She typically recommends brands react to memes within 24 hours to about a few days after they emerge to leverage the moment before the masses move on to the next trend, she told us.<\/p>\n
\u201cIf you catch it a week later, chances are, the internet has moved on\u2026It all just moves so fast these days that you have to be really nimble and agile when it comes to meme marketing,\u201d Schuster said.<\/p>\n
But A24 didn\u2019t immediately respond to the meme on its accounts; the We Live In Time<\/em> X account only reposted its first mention on September 6. The brand then began to lean in more once Garfield began his press tour, sending him to an October 2 appearance on The Late Show with Stephen Colbert <\/em>with an A24-produced T-shirt featuring a print of the carousel horse\u2019s head as a gift for the host. Garfield was also spotted sporting a denim jacket with an embroidered horse on the chest that same day, though it was not confirmed to be part of the studio\u2019s effort.<\/p>\n\n
\n
Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
By waiting to more directly interact with the meme, Schuster said A24 used Garfield\u2019s celebrity power to extend the horse\u2019s longevity. \u201cMaybe they saw the internet kind of latch on to this moment that they shared, and they thought, \u2018You know what? We\u2019ve got the tools to fuel this fire a little bit more. We\u2019re going on a marketing tour. Let\u2019s bring it back and give the internet a chance to fall in love with it all over again,\u2019\u201d she said.<\/p>\n
A24 hasn\u2019t made the horse T-shirt available to the public but has promised it\u2019s \u201ccoming soon.\u201d Schuster told Marketing Brew that the decision to turn a meme into a tangible product is all about social listening, noting that \u201cthe internet will tell you what they want from you.\u201d She suggested that the studio could have seen some fans creating their own items inspired by the meme, like this fan\u2019s earrings.<\/p>\n
Why would such a serious film attach itself to the seemingly incongruous absurdity of the meme? Meme marketing isn\u2019t always about the message of the product itself; instead, it\u2019s a way to tap into organic reach and show off the personality of a brand, according to Schuster.<\/p>\n
A24 is in on the joke\u2014even if the movie it wants you to watch is more of a tearjerker.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"When a chronically online film studio like A24 makes a weepy, romantic film like We Live in Time, one might expect a promotional campaign designed around the heightened emotion of the movie. While there was some of that sappiness, A24 marketed We Live In Time with, well, a horse: a chaotic, scene-stealing, carousel-horse turned meme. […]<\/p>\n","protected":false},"author":1,"featured_media":21638,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21637","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
To market \u2018We Live in Time,\u2019 A24 didn\u2019t look its gift horse in the mouth | Brandiary<\/title>\n<meta name=\"description\" content=\"When a chronically online film studio like A24 makes a weepy, romantic film like We Live in Time, one might expect a promotional campaign designed around\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=21637\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"To market \u2018We Live in Time,\u2019 A24 didn\u2019t look its gift horse in the mouth | Brandiary\" \/>\n<meta property=\"og:description\" content=\"When a chronically online film studio like A24 makes a weepy, romantic film like We Live in Time, one might expect a promotional campaign designed around\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=21637\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2024-10-21T23:47:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2024\/10\/1729554457_d1bec02b80f13a69e8bcc8041a76b55881118b81-1500x1000.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21637#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21637\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"To market \u2018We Live in Time,\u2019 A24 didn\u2019t look its gift horse in the mouth\",\"datePublished\":\"2024-10-21T23:47:37+00:00\",\"dateModified\":\"2024-10-21T23:47:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21637\"},\"wordCount\":681,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21637#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21637\",\"url\":\"https:\/\/mysourcefunding.com\/?p=21637\",\"name\":\"To market \u2018We Live in Time,\u2019 A24 didn\u2019t look its gift horse in the mouth | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2024-10-21T23:47:37+00:00\",\"dateModified\":\"2024-10-21T23:47:37+00:00\",\"description\":\"When a chronically online film studio like A24 makes a weepy, romantic film like We Live in Time, one might expect a promotional campaign designed around\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21637#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21637\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21637#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"To market \u2018We Live in Time,\u2019 A24 didn\u2019t look its gift horse in the mouth\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"To market \u2018We Live in Time,\u2019 A24 didn\u2019t look its gift horse in the mouth | Brandiary","description":"When a chronically online film studio like A24 makes a weepy, romantic film like We Live in Time, one might expect a promotional campaign designed around","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=21637","og_locale":"en_US","og_type":"article","og_title":"To market \u2018We Live in Time,\u2019 A24 didn\u2019t look its gift horse in the mouth | Brandiary","og_description":"When a chronically online film studio like A24 makes a weepy, romantic film like We Live in Time, one might expect a promotional campaign designed around","og_url":"https:\/\/mysourcefunding.com\/?p=21637","og_site_name":"Brandiary","article_published_time":"2024-10-21T23:47:37+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2024\/10\/1729554457_d1bec02b80f13a69e8bcc8041a76b55881118b81-1500x1000.jpg","type":"image\/jpeg"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=21637#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=21637"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"To market \u2018We Live in Time,\u2019 A24 didn\u2019t look its gift horse in the mouth","datePublished":"2024-10-21T23:47:37+00:00","dateModified":"2024-10-21T23:47:37+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=21637"},"wordCount":681,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=21637#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=21637","url":"https:\/\/mysourcefunding.com\/?p=21637","name":"To market \u2018We Live in Time,\u2019 A24 didn\u2019t look its gift horse in the mouth | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2024-10-21T23:47:37+00:00","dateModified":"2024-10-21T23:47:37+00:00","description":"When a chronically online film studio like A24 makes a weepy, romantic film like We Live in Time, one might expect a promotional campaign designed around","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=21637#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=21637"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=21637#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"To market \u2018We Live in Time,\u2019 A24 didn\u2019t look its gift horse in the mouth"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21637","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=21637"}],"version-history":[{"count":1,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21637\/revisions"}],"predecessor-version":[{"id":21639,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21637\/revisions\/21639"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/media\/21638"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=21637"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=21637"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=21637"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}