Viral / Networked Marketing
The recent trend in using online "viral" marketing campaigns is a pretty cool use of themes and concepts for the films they are advertising, showing a developed online creativity and involving fans of these films in innovative ways. Two i have been particularly impressed with were the Cloverfield campaign from last year and The Dark Knight campaign in the last few months, which has been extremely complex and involved online and real-world stunts developing the characters and events before the movie has even been released. Sites such as www.whysoserious.com and www.ibelieveinharveydent.com have pushed the boundaries of the narrative within and surrounding the film and built up anticipation to a new level. The creators of the campaign have even made websites for Gotham City shops, a newspaper and the transit system, all fictional parts of the story that are seeping into the real world. It seems these types of campaigns work best with Comic Book style movies deeply entrenched in popular culture, with a rich tapestry and background of information and narrative to draw upon in creating these campaigns that can involve the audience far beyond the movie experience. Maybe something to try out?
Posted by Nicko Tue, 03 Jun 2008 03:19:00 GMT