Monday, 27 September 2010

Viral Marketing Examples...


To promote the release of the Twilight Book series as well as the release of the movie, Australian Agency, US went around the country biting into billboards and posters. This was one of their ad campaigns which involved placing 2 stickers, symbolising vampire bite-marks, onto the necks of billboard fashion models. A very clever campaign as people often find curiosity overcomes them when it comes to billboard graffiti, especially when we're waiting so lon at bus stops.


In Cloverfield's viral marketing campaign, we begin with a teaser trailer which was screened before Transformers at cinemas and gave only a date with no title. After the preview, the campaign had already become a huge success with moviegoers already taking to the internet to find out more about this mysterious trailer. Enter phase two, a teaser site at which originally showed only an image of two young women staring up in shock at something unknown. The image was timestamped 01-18-08 12.36A and over time, new photos were added to the site giving further clues to the occurances. Eventually the was created and the viral marketing didn't stop there because the site provided both a trailer and a number, 33287, which, when texted from a mobile, provided a ringtone of the monsters roar and a wallpaper of a decimated Manhattan. The film also went on to have other fictional company websites set up in connection with the film.


Super 8 is a new JJ Abrams and Steven Spielberg collaborative film and not much has been said about this film other than it will will be a sci-fi homage to Spielberg's work. However, we already have a viral campaign for the film which began after a teaser was screened before Iron Man 2, in cinemas, giving the message 'Scariest thing i ever saw'. This message led fans to where a fake computer terminal opens, and if you press "Y" a certain number of times, a countdown clock appears. A more recent viral campaign could be found at this year's Comic-Con where the Rocket Poppeteers truck was handing out Super Speedflier Fleet popsicles, this was actually a viral campaign for the upcoming Steven Spielberg-produced and JJ Abrams-directed Super 8 as well, slightly different from the mysterious element of the website, but it does ask similar questions i suppose.


The Blair Witch Project was made for $22,000 and reached $248 million at the box office by generating massive pre-opening "buzz" on the internet long before the public even knew they were reading about a movie. Rumours that it was a real occurrence captured on camera gave believers and non-believers alike a jolt of chills once the film clips started showing up online. It was, of course all a hoax, but what is truly remarkable was how the hoax took on a life of its own, even before anyone heard that the supposed film found in the woods was coming to theaters. By the time the film was released, it had built up fever-level anticipation. Now the three guys who brought you the Blair Witch have formed a marketing company called Campfire. They are hired by advertising agencies to create viral marketing campaigns like the one they used to make their movie such a huge success.

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