7. Product Placement
Cloverfield (2008)
The JJ Abrams-produced creature feature enjoyed a huge viral campaign squarely aimed at the social media-savvy generation, including a rack of teasers, cryptic sites and even a fictional beverage - Slusho!
Viral Pieces: Slusho.jp, 1-18-08.com, MySpace Rob Hawkins.
Infectious? The viral sites helped Cloverfield to a $40m opening weekend and laid down the gauntlet for future campaigns. The viral marketing was now becoming almost as important as the movie...
8. The Blockbuster Gets The Bug
The Dark Knight (2008)
The Joker hijacked the web for The Dark Knight’s revolutionary viral onslaught, created by 42 Entertainment – the guys behind A.I.’s ARG ‘The Beast’ (see no. 4).
Viral Links: IBelieveInHarveyDent.com, IBelieveInHarveyToo.com, WhySoSerious.com, RorysDeathKiss.com.
Infectious? Knight’s inspired campaign cemented viral marketing as a legitimate way of adding ticket sales.
There hasn't been anything this exhaustive and integrated since, but expect 42’s next venture to be bigger and better – just imagine what they could pull if The Riddler becomes the bad guy of Batman 3...
Next: Wanted, Watchmen
Comments
sowasred2012
Jul 30th 2009, 12:40
Hmmm. I don't see what's so great about the 2012 viral yet. On the other hand, the Tron Legacy viral is/was cool, I'm kinda hoping it wasn't a strictly SDCC thing cos a TDK style Tron viral would be fantastic.
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Agent69
Jul 30th 2009, 14:30
I agree with sowasred2012. 2012's hype has died.
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nikescar
Aug 3rd 2009, 4:52
Best viral marketing period was Halo 2's I Love Bees campaign. No movie or game has comes close to matching that.
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specialman
Aug 3rd 2009, 10:48
What about 9? The Scientists Facebook page is ace, but VERY geeky. Technical drawings, posters and an absorbing backstory. Some people have really thrown themselves into it, and some just don't get it! www.facebook.com/9scientist
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