13. The All-Encompasing Mega-Viral Campaign
The internet marketing for Roland Emmerich’s latest orgy of destruction uses pretty much every trick in the viral book.
First up, there’s the website for the 'Institute For Human Continuity' – the fictional organisation set up to deal with the film’s Mayan-predicted global apocalypse – where you can register for a ‘survival lottery’.
Viral Links: instituteforhumancontinuity.org/
Infectious? This campaign inventively manages to combine elements from every successful viral strategy of the last decade. 2012 isn’t the end – it’s a new beginning…
Which is your favourite viral campaign? Any you wish you had an online version of Tamiflu for? Comments please!
For more about the key points in modern movie marketing, check out the latest issue of Total Film Magazine, on-sale Thursday 30 July. For a sneak preview, click here.
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