A teaser campaign, also known as a pre-launch campaign, typically consists of a series of small, cryptic, challenging advertisements that anticipate a larger, full-blown campaign for a product launch or otherwise important event. These advertisements are called "teasers" or "teaser ads". A teaser trailer for an upcoming film, television program, video game or similar, is usually released long in advance of the product, so as to "tease" the audience.
Teaser campaigns, or teaser advertising, can be defined as a planned set of communication activities designed to arouse interest without giving too much away. Often, it is not a single advertisement but a series of inter-related communications, combining multiple forms of advertising, surrounding a single theme or idea that consumers follow to fill in the information and lead up to the reveal of both the theatrical trailer and the full film.
They usually consist of:
- A Soundtrack (which doesn't necessarily need to be from the film itself)
- Logos for production and distribution companies
- Short sequences and clips from the film
- A release date (This may come later in the theatrical trailer but can be in both)
- Voice-overs
- Names of actors
- A theme relating to the film
