The movie Cloverfield has had a very successful campaign in the past few months. However, this has been an online marketing campaign which has targeted many viewers through Web sites such as You Tube and MySpace. Many are calling it Movie Marketing Maddess, and I can definitely agree.
When the trailer appeared there was no title or date. All the audience knew was that it took place in New York City while a going away party is being thrown, and New York was attacked by something that is capable of destroying the Statue of Liberty. Shortly after that many viewers began searching for clues online. The buzz was at its highest in the past weeks. I have to admit, I myself got caught up in it. I wanted to know what was attacking New York City so I looked for a clip on You Tube. I was shocked as to how many people had seen the same exact clip that I was about to view; almost 800,000 for a clip that was post five months ago. The craze about this movie is out of control. Everyone I know was talking about it prior to its premier last Friday. The fact that people had no idea what was actually going on is what I believe made this ad campaign very successful. It went from appearing on a few billboards and commercials, to being all over the Web, T.V. and making it the number one movie in the country.
2 comments:
This is Viral Marketing, and when done properly, it can make a very powerful campaign.
On another network, while it was running a house ad, the Cloverfield ad broke in, as if it were a pirate transmission. This is a great way to get attention.
I agree with the unbelievable craze of this movie!
Their marketing technique was amazingly carried out, as the buzz swept across the internet and television immediately.
I thought it was brilliant to not releasing too much information about the movie, because it made everyone curious enough to run out and see it on opening night.
And even though there was many sick viewers, as the shaky picture ruined a lot of audience members experiences.. the movie still was number one!
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