Year in Review - Viral Markting
Howdy doody all. Okay, so I am a huge film buff and this past year, especially within the past two months, two Viral movie campaigns have been kicking into overdrive with varying levels of celebration. The two movies that have been hitting the internet are Cloverfield and The Dark Knight.
Although I was pumped when I first discovered Cloverfield, I have grown weary of its un-engaging marketing techniques. It is just clue after clue after clue with little payout. Check out all Cloverfield news here.
The Dark Knight Marketing, on the other hand, has been brilliant, engaging, and they have always ensured all of their clues have given the fan some sort of reward for his troubles. Check out an example of one of its sites here. The rest of the Dark Knight campaigns are clearly better thought out and more generous to those who spend their time researching movies. I think The Dark Knight viral campaign is one of the best of the year.
Of course, not all viral campaigns are for movies, so please let me know which ones you think are the best.
Take care party people.
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Well now that I’m seeing Cloverfield trailers about every 15 minutes on every channel, there’s not a whole lot left to the viral part of that campaign except for the moment where two “beings” are tugging on someone behind a screen as it mutates into something else. That got my attention for sure.
Anyway, I’m not sure if it’s a viral campaign, but the AT&T wireless campaign with the 4 full bars of strength showing up everywhere is pretty nifty, IMO. The more recent commercials have the 4 bars showing up not just as the main images, but everywhere in the background. Next time you watch, see how many sets of bars you can find. It’s like Where’s Waldo for the technorati set.
In *my opinion neither campaign comes close to my favorite campaign of all time, ilovebees, however the NIN campaign that was so similar to the original HALO campaign this year was decent.
* Justification of Opinion.
http://www.brandchannel.com/careers_profile.asp?cr_id=80
I like the concept of viral marketing, but for firms with scant resources, it is hard to make the requiste investment on such a dicey business proposition as they offer. I understand one needs to constantly try new things…but basic marketing efforts still pay off in a more cost effective, or trackable manner.
my two cents,
GL HOFFMAN, CEO, Jobdig, Minneapolis
as far as the att bars commercials, i would love it if the bars were just a tad more subtle from now on while another major branding message is being presented… almost like how there is always a playboy bunny on each cover of playboy… just a way to build a consistency… or like where’s waldo??? or not?
and as far as viral campaigns go… i suppose TRUE viral videos are not really made to be viral… they are just made for shits and giggles… however, the video on this link http://www.youtube.com/watch?v=-prfAENSh2k&feature=related is great and got huge attention and was never intended to be a mass market message… but it got tons of attention nonetheless… and everyone again knows that the Dove Evolution video was never expected to go as far as it did.