13. The All-Encompasing Mega-Viral Campaign
2012 (2009)
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.
Like This? Then try...
Sign up for our free weekly newsletter here.
Follow us on Twitter here.
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.
Alert a moderator
Agent69
Jul 30th 2009, 14:30
I agree with sowasred2012. 2012's hype has died.
Alert a moderator
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.
Alert a moderator
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
Alert a moderator