With the advent of social media, movie marketing campaigns have become even larger and creative than before. It used to be enough to interview the actors on late night shows and release film trailers to the public to increase buzz about a film. Marketers are now having to find new, innovative ways to draw attention to blockbuster movies. The most interesting trend, I’ve noticed in recent years, is the viral movie marketing campaign. Many films have made worthy attempts into the field,such as “The Dark Knight”, but I don’t think any have perfected the art.
The best viral marketing campaign, I’ve seen done so far, is for the film “Cloverfield”. “Cloverfield” is a 2008 monster movie, produced by J.J. Abrams. The film had one of the best marketing campaigns in my opinion, because it was built upon mystery and seeking out clues. When the trailer was first released, no one knew what to expect.
The original movie website at the time even made for an eerie viewing.
Then, slowly, more details started to come out about the plot of the film. Fake websites were made for organizations featured in the film and even fake MySpace profiles for the main characters. The use of MySpace was great because the actors involved with the film were relatively unknown at the time, therefore, it gave a feeling of realism. Their profiles are still up if you want to check them out.
This marketing campaign was fantastic because it stimulated people to actively seek out more information about the film. My favorite part about this film was two people could watch it and come out with two different experiences about what they watched. If someone participated online, the story had even more twists and turns than it did for the average moviegoer. The use of social media and websites became as important to the story as the film was.