By now viewers are used to seeing call-outs to Facebook and Twitter in movie trailers. Paramount's Men, Women & Children features a new one: Whisper.
The 2-minute trailer for the Jason Reitman film asks viewers "What do you Whisper?" and directs them to use the hashtag #MWC. on the teen-friendly anonymous social network. That tag will be featured as the Whisper of the day on the network. Whispers -- the messages on the platform -- will also feature MWC-branded backgrounds as an option.
Like all movie studios, Paramount struggles with reaching the teen demo. Like its rival Secret, Whisper has emerged as a hot emerging platform that's popular with teens. Secret, however, hasn't run any advertising yet.
[seealso slug="whisper-beginners"]
Men, Women & Children follows the story of a group of teens and their parents grappling with the ways the Internet has changed their relationships. The film stars Ansel Elgort, Adam Sandler, Jennifer Garner and Emma Thompson.
Whisper has previously partnered with Universal for a Valentine's Day promo around Endless Love, a March campaign for the Hulu original series Deadbeat and. most recently, for a tune-in effort for MTV's Virgin Territory.