Ex_Machina Research
Ex_Machina obviously didn't have quite as much money to splash out on marketing like Star Wars did but this does not mean that their marketing techniques were any less effective. Ex_Machina took a different approach to Marketing where they directly interacted with their audience - this was very clever.
Tinder and Instagram
With Tinder, Ex_Machina did a mini Turing test on their near by audience. A photo of Ava would show up on their account saying she was close and they'd be give the option to swipe; if they swiped one way, then she would never be seen again however, if they swiped the other way (which of course most people did) then they would be given the option to send Ava a message. Those who went to message Ava would then get a message back immediately, asking whether she could get to know them. They would then go on to answer a series of questions and at the end Ava would tell them that they had passed her test and that they should check out her Instagram account @meetava where they would actually just come across a promotion site for the film and realise it was all just a marketing scheme. This annoyed a lot of people who took part as they were pretty much humiliated and would of course been pretty upset to hear that this lovely girl they thought was into them wasn't even real...
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