If you lived in a big city and were waiting for a bus in 2009, chances are you came across the above poster campaign for the Peter Jackson produced District 9. The film about an extraterrestrial race forced into slums while trying to live amongst humans on earth got its messages of xenophobia and segregation across loud and clear with their widespread campaign (that also included various stickers and other posters/signs). Viral websites and blogs — one run by aliens complaining about the government’s relocation efforts — also popped up.
The Dark Knight
The Dark Knight Rises‘ viral marketing campaign has seen some impressive results so far, but it really all began with the 2008 movie The Dark Knight. Warner Bros. owes Joker — brilliantly played by the late Heath Ledger — a huge debt, since his makeup-covered mug plastered the web, leading legions of fans to various clues about the superhero movie. The video above explains how the scavenger hunt around the world immersed fans in the movie well before it hit the big screen, helping to make the second installment in Christopher Nolan’s Batman trilogy an unforgettable event. Website WhySoSerious.com is still active if you want to stroll down memory lane.
Sound of My Voice
Promises of a changed life. Talk of being the chosen ones. Excessive hugging. Meetings at cultural centers in Hollywood. Subliminal messages flashing on screen. People wearing all white. Yes, Sound of My Voice, we’ll join you and follow you anywhere.
In the words of Badass Digest’s Devin Faraci, “Bullhead is a gripping, moving and brutal story about masculinity. It’s serious and smart. But that doesn’t mean Drafthouse Films can’t have some fun with it.” To help spread the word about the Oscar nominated Belgian drama directed by Michaël R. Roskam, Drafthouse Films’ put a call out on website Fiverr.com — which is a mishmash of good and bad ideas — to help create a few viral adverts. Needless to say, the campaign garnered some interesting results. We dig the human beatbox video most, but the guy with the goats is a surreal moment to behold.
Twelve years between Muppet movies is too long for our taste. Thankfully we were recently treated to a new film featuring our favorite puppet pals. The Muppets campaign featured some of the funnest, cleverest viral bits we can remember in recent years. Spoofing all the upcoming, big summer blockbusters — including Twilight, The Girl with the Dragon Tattoo, and The Avengers — we watched as a classic act made themselves relevant for a new, younger generation.
The Paranormal Activity Franchise
Oren Peli was a first-time director when he made supernatural shaky cam flick Paranormal Activity for a mere $15,000 in his own home, using unknown actors. The movie went on to gross hundreds of millions of dollars worldwide. The first film’s grassroots marketing efforts went viral thanks to the use of website Eventful.com, where people could “demand” the movie play in their city. Twitter also helped give it a giant push. Viral videos for parts two and three became more elaborate — and terrifying. Mysterious VHS tapes figured into the mix for the most recent movie, which showed siblings Katie and Kristi as young girls haunted by ghosts. The franchise’s campaign success has spawned numerous copycats — particularly for the horror genre — using a similar, spooky approach to drum up ticket sales.
Just like director Christopher Nolan’s Dark Knight viral marketing campaign, his mind-bender Inception saw an equally elaborate push on the web. After a teaser trailer featuring not much more than the movie’s spinning top, the studios released an online game called Mind Crime. Once completed — which could be done by following QR codes linking to an online instruction manual — the film’s poster was revealed. The next level of the game shared a hidden trailer, and eventually more surreal marketing tactics were unleashed. You can still play the game over here, or just watch the above video to get a feel for it.