Deutsch have created a new Pop Secret Labs “kernel,” one of their frequent experiments designed to get people to connect Pop Secret with movies. They partnered with Rotten Tomatoes to create the Find Your Critic tool, which lets moviegoers rate movies online, and then matches their opinions with professional movie critics based on their preferences.
From a marketing perspective it goes far beyond a normal media partnership or ad buy. They actually approached Pop Secres with the Find Your Critic idea, as it fits with the brand, improves the home movie experience…and encourage people to pop popcorn. Tellingly, it's something even the Rotten Tomato editorial team has gotten excited about.
Visitors to RottenTomatoes.com can find their critics by rating a set of movies, after which the tool generates a list of matching critics featured on the Tomatometer. The more movies a user rates, the more refined the results will be. Once the list is generated, the matched critics are added to a user's 'My Critics' list, and the user will be able to click through to critics' profiles to discover what they thought of other movies. As users continue to rate movies across the site, the tool can refine their results.
Users will also be able to follow their matched critics’ recent reviews on their automatically customized home pages; and, for easy reference, access a full list of matched critics on their profile pages. Each Rotten Tomatoes movie page allows users to sort critics by the new parameter of ‘My Critics,’ in addition to the current views of ‘All,’ ‘Top,’ ‘Fresh’ and ‘Rotten’ for the most personalized experience available on any movie review website.