The Dark KnightThe Hunger GamesInceptionThe SimpsonsCloverfieldThe Blair Witch Project
TalaashBarfiChakravyuhGangsof WasseypurJab we Met
WHAT?HOW?For the second movie of the Batman trilogy, an ARG wasreleased in the months leading up to the premiere. Thegame was based on the City of Gotham and its mostimportant citizens i.e Harvey Dent, Batman and of course theJoker!Websites for different parts of Gotham City gave the fans a lookinto the working of mega city. Combined with fake newspapers,scavenger hunts using Batman merchandise like the joker phone,a fake campaign for Harvey Dent., the makers of the movie madesure that the fans had an experience of what it feels like to belongto a world where Batman and Joker are real!
WHAT?HOW?Before the release of the much anticipated Hunger Games movie,the franchise launched a multi-platform marketing campaignrevolving around life in the Districts and the Capitol. The key wordwas fan involvement which was achieved using integration ofsocial media platforms with traditional media and real life events.They used every platform to suit their needs and tailor madecontent to go viral on every social media platform. Eg. Microsite togrant citizenship of virtual districts, Twitter hashtags to run formayor of districts, puzzle pieces of various partner facebookpages, Capitol fashion blog on tumblr and pintrest and more.
WHAT?HOW?The challenge for marketers with Inception was “How to createinterest among the audience about a movie with no brand equitywithout giving away any plot lines?”The answer was to drip feed the audience with bits and pieces ofinformation through games, puzzles. And hidden clues. Enough togenerate a buzz but not enough to give away the story!A facebook game, Mind Crime based on an urban maze was released withpromisesof hidden clues when solved correctly. They also strategically„leaked‟ three videos of Nolan interviewing three dream experts which sent thefans into a hint searching drive. The facebook pageestablised was the hub ofmostdiscussionskept the imaginations of the fans stoked for months after thereleaseas they liked to discussthe complicated story line of the open endedfilm on various points.
WHAT?HOW?Simpsons was a show that had been on air for the last 17 years. Theidea was to take the show from the idiot box and confront theviewers in real life!7-Eleven effort transformed 12 stores overnight into real-life Kwik-E-Marts; Burger Kings addictive "Simpsonizer" website, created out ofCrispin Porter + Bogusky and Equity Marketing and a JetBluepartnership that named the air carrier "The Official Airline ofSpringfield" and christened one of its fleet the "Woo-hoo, JetBlue!"
WHAT?HOW?The idea was to generate interest about a monster movie withoutrevealing the identity of the creature. To build suspense aboutcentered around a date which will prove catastrophic to everyone.Theatergoers witnessed a shaky, handheld clip of chaos teasingunrecognizable teens, an unseeable monster decapitating theStatue of Liberty and no title. This was followed by introducing fiverandom sites, touted to hold hidden clues about the plot of themovie - Tagruato, Slusho!, T.I.D.O.wave, Ethan Haas, and Jamie andTeddy.
WHAT?HOW?Probably the first viral marketing campaign before the era ofFacebook, Twitter and MySpace, “The Blairwitch Project” used onesimple idea to fuel it‟s marketing campaign on a shoestringbudget. “What if the story was real ?”Using a combination of “found footage”, strategically seededrumors on online message boards, fake newspaper clippings andpolice reports of the missing college students led the audience tobelieve that the movie was the real footage acquired from thecamera of the teenagers gone missing.
WHAT?HOW?Promote the movie through limited formats and channels to keepexclusivity and maintain the suspense of the story line.The movie was promoted through a tie-up with the newly releasedWindows 8, through an app called IntARact. Combined withaugmented reality using print ads and mobile apps on all OSplatforms the campaign invited the audience for contest to meetthe actor, Amir Khan.
WHAT?HOW?Bring the lead character „Barfi‟ to life and closer to theaudience by letting them interact with him without makingRanbir tour every city and town of IndiaThe film was primarily promoted through Youtube. A dedicate tabhas been created – „Barfi‟. The tab plays a video introducing Barfito the audience and then turns into an app where the audiencecan type a mood for Ranbir to enact or they could ask for tips fromBarfi on how to impress a girl, how to dance etc.
WHAT?HOW?Engage the audience through an alternate media and raiseawareness about the characters as well as the topic on which themovie is based.The movie launched an online comic book which revolves aroundthe story aiming at the young rebels. The Facebook app wasdesigned for this initiative and had a video embedded along withthe app.
WHAT?HOW?Build on the popularity of the first movie, take the rivalry amongthe two factions into real life of people while establishing “TheWorld of Wasseypur”, retaining its flavour and expose audiencesto the nuances of the particular location of India.A pseudo election campaign between the sequel‟s prime characters –Ramadhir Singh and Faizal Khan was lauched in Mumbai and Delhi. Thecities were plastered with election posters of Ramadhir Singh to launchhis election campaign. And within a day or two of launch, these were tobe smeared with Faizal Khan‟s posters. The same battle was carried on totwitterwhere the two tussled daily on the micro blogging platform!
WHAT?HOW?To get the audience involved in the movie to an extent thatthey have a feeling of belonging or stake in the product.The name of the movie was crowdsourced which meant that theaudience had a say in the making of the movie. To reduce the effortof the people they were given three choices and all they had to dowas choose one of the three and SMS it to the provided number.