Viral Marketing: How The Dark Knight and Cloverfield Approached This Same Concept Differently

First, let’s explain viral marketing and how it works. It refers to the technique that is use on the internet to encourage users to pass along a marketing message. In other words, you want people to spread the word of a new product or service by any social network means such as emails, videos, banners, websites, etc. Eventually, you want this to spread like a virus (hence the name). This is used as an alternative to big advertising campaigns and other marketing strategies.

One of the first famous viral marketing was from Hotmail. Back in 1996, Hotmail needed traffic and they couldn’t think of a better way to get people on the website than to offer a free service. Included at the bottom of every outgoing email, Hotmail’s signature was “Get your free email account at www.hotmail.com.” Needless to say, this strategy was a hit and Hotmail became a household name. More than 10 years later, viral marketing still has an effect. Two of my recent favorite approaches come from the film industry.

1. The Website Approach. The Dark Knight is a sequel to Batman Begins. I first learned about the new movie through WhySoSerious.com. This site was launched during the 2007 Comic-Con International to lure fans to uncover information about the movie through a series of mysterious message on the site. It featured many interactive games like a scavenger hunt in major cities. Then fans were able to send their photos to another site called RorysDeathKiss.com. Unfortunately, all fun and games were over with the death of Heath Ledger, the actor who played The Joker. Soon after, Warner Bros. changed their marketing strategies and redirected their attention to The Joker character as a tribute to the fallen actor. Previously, their tactic was focused on the Harvey Dent character (aka Two Face) by developing another website, IBelieveInHarveyDent.com.

WhySoSerious.com

RorysDeathKiss.com

IBelieveInHarveyDent.com

2. The Teaser Trailer Approach. This teaser trailer was set by JJ Abrams’, Cloverfield. I first saw a trailer of “a-movie-coming-out-01-18-08″ while going to see Transformers in 2007. I was so intrigued by this new movie that I wanted to know more. I needed details about plot, casts, movie name, etc. No luck. This made it even far more exciting. All I could find was a teaser trailer on Youtube. My friends sent it to me and I send it to my other friends. Soon we were all very excited about the unnamed movie. Months later, my friends and I attended the premiere in New York City. We were really pleased with the movie and happy that our growing enthusiasm was laid at rest.

Official Trailer Of Cloverfield