With the success of Cloverfield and the attached viral marketing campaign beforehand, this seems to shape up to a new fad when it comes to movie marketing. It also seems to be the - so far - best use of new media and cross-platform linking for marketing measures. And JJ Abrams seems to have cornered that market at this point. This may prove to be a good thesis topic or at least fodder for a research paper, so I will use this space to keep a tab on this phenomenon, beginning with Cloverfield and Star Trek XI, both Abrams projects. To be updated as we go along.
This is mainly for me to keep track of various campaigns and maybe draw conclusions about increased viewer interactivity(?).
Cloverfield:
+ 1-18-08.com
- provided a series of photos which were gradually updated. The pictures (caps from the film) had time stamps that, if sorted, provided an early look at a possible story - much speculation ensued. Leaving the site open for 6 minutes resulted in the monster’s roar being played. (note similarities to 9/11, like “Missing” photographs)
1-18-08 was one of the film’s earlier titles.
- website for the fictional Slusho company that plays a role in the film. Complete with a store, slogan and typically
Japanese graphics. Site was also periodically updated before the film’s premiere. More speculation ensued.+ Tagruato.jp- in the same vein as above, fictional parent company of Slusho, also to play a role in the film. Fake news and projects
that tie directly into the movie monster’s background
- Jamie Lascano’s site for her boyfriend Teddy Hanssen. Contained videos etc (tie to the movie’s format), that could
be accessed with the correct password (jllovesth). Again, updated now and then before the film’s premiere.
+ MySpace pages for the movies characters
- list to be added. Neat: the sites of the characters that die in the film stopped being updated after the premiere.
- the first teaser trailer for the film was shown before Transformers, both distributed by Paramount Pictures.
Star Trek XI:
As of April 1st, 2008
+ official website launched (http://www.startrekmovie.com/)
- forums online and highly frequented- possibility to sign up for future updates, coupled with collection of age/gender stats for demographic purposes as well as plugging other Paramount releases for the future as well as possibility to share demo stats with all of Viacom (if boxes are checked)- possibility to sign up for webmasters program with offers of future items/promo material to be shared on other sites (for free for Paramount)
+ first viral website (http://www.ncc-1701.com/), URL apparently aquired from previous private owner
- blurry faux security cam shots that can be sharpened by fiddling with controls and reveal further footage of welding similar to teaser trailer. Random flashes of a corridor in retro-fitted style of Enterprise
+ possibly leaked images from the set not too long after the announcement that the starting date has been pushed back, showing images of some sort of shuttlecraft
+ teaser trailer online, including in HD quality (trailer premiered before Cloverfield in cinemas)
April 17th:The Dark Knight now also has begun their viral marketing campaign with a fake campaign (heh) site for Harvey Dent, a candidate for the DA position in Gotham City and also arch-enemy of Batman.
+ from Wikipedia: A “vandalized” version, “I believe in Harvey Dent too”, was also set up, where e-mails sent by fans slowly removed pixels, revealing the first official image of the Joker. The page was replaced with many “Haha”s and a hidden message that said “see you in December”.+ the official site instituted a scavenger hunt in October 2007. Calling people to find clues in major US cities and post pictures of them, the site then revealed a new photograph of The Joker.+ the official teaser trailer was first shown before I Am Legend. You guessed it, both films are distributed by the same company, WB. This site also allowed users to sign up with their e-mail address and phone number - more demographics collection.
+ whysoserious.com
- site dedicated to the Joker
+ also interesting to note is that the marketing campaign started out with a heavy focus on the Joker, which is changing due to Heath Ledger’s death, including a black memorial band having been added to the above site.
+ Six Flags is to open a “Dark Night Roller Coaster” in 2008. Note, Six Flags established a partnership with Warner Brothers in 1984 to use their animated characters for rides. It has since been sold to Premier Parks, though Time Warner retained ownership of some of the parks. (And guess who operates Warner Bros. Movie World Germany)
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