The months of January and February are well known in the film industry as a time to showcase movies that have been nominated for various awards. One work that has received a great deal of attention in the upcoming Academy Awards on Sunday, February 24, is David O. Russell's "Silver Linings Playbook." This is the story of a man recently released from a mental institution following an infidelity by his wife. Bradley Cooper, in this lead role, meets a widower with her own struggles, played by Jennifer Lawrence. The two bond over a ballroom dance competition, using each other as a source of healing from the difficult turns that their lives have taken. With supporting performances by Robert De Niro, Jacki Weaver, and Chris Tucker, this star vehicle has made quite a splash with audiences as a quirky new form of romantic comedy.
The title of this film comes from the idea of remaining optimistic and finding the "silver lining" in all difficulties that life throws at us. The Philadelphia Eagles also play a significant role in this story, hence the power of having a "playbook" for positivity.
Another type of playbook with a silver lining is also creating some buzz in the cross-channel marketing world -- that being the collection of Playbooks that have been introduced to support the use of ExactTarget products.
Interactive marketers using ExactTarget products have the opportunity to utilize these Playbooks to help build lifecycle marketing programs to complement each stage of the customer lifecycle. Playbooks provide industry best practices and step-by-step instruction to create campaigns that support customer acquisition, onboarding, engagement, and retention. Building marketing campaigns around relevant, targeted messages has never been easier using ExactTarget Playbooks in conjunction with the variety of marketing software that support email, social, mobile, and sites.
Audiences will have to venture to their nearest cinema to find out if the cast of "Silver Linings Playbook" find their happy ending. But no spoiler alert is needed for marketers seeking to grow lists, start conversations, and engage customers when using ExactTarget Playbooks for their interactive campaigns this year.