7. Product Placement
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).
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