David Fincher’s Gone Girl will be released in Vancouver on October 3. With that date comes the end of what has been a tremendously exciting online marketing campaign. Like all of Fincher’s other films, Gone Girl has been marketed in unique and ingenious ways. Here we’ll focus on Amy Dunne’s Pinterest.
On September 10, Gone Girl‘s Twitter account tweeted the following:
Going through recipes and DIY’s pinned by a fictional woman who has been potentially murdered by her husband is slightly silly. But keep exploring her boards, and you’ll see the clever marketing. Many of the Pins contain excerpts from the diary entries in the original book by Gillian Flynn. Like in the book, audiences are able to construct a picture of Amy’s life.
The Pinterest paints Amy Dunne as a personality-puzzle-obsessed woman who loves New York but is getting used to life in Missouri. She is in love with her husband and takes an interest in his business, a bar.
What makes Pinterest a perfect marketing tool for Gone Girl?
- It fits with the narrative and style of the story. Flynn’s writing alternates between Amy’s diary entries and her husband’s accounts of events surrounding her disappearance. This Pinterest serves as evidence in a murder thriller, meant to portray Amy’s seemingly perfect life of marital bliss.
- It’s easy to believe that Amy could actually have a Pinterest account. According to Ignite Social Media, Pinterest user demographics include women, ages 25-54, and Amy fits right in. It’s not forced advertising. Rather, it serves to bring various elements of the movie to life.
- Through Pinterest, Gone Girl has greater Owned Media. But through Repins and followers, it will also gain more Earned media.