The document discusses the marketing campaigns for several movies, including The Dark Knight, The Hunger Games, Inception, The Simpsons, Cloverfield, The Blair Witch Project, Talaash, Barfi, Chakravyuh, and Gangs of Wasseypur. Various techniques are described like augmented reality apps, viral videos, alternate reality games, social media integration, and creating real-life scenarios to generate buzz and fan engagement without revealing critical plot details. The goal is to immerse audiences in the movie's world through interactive and experiential campaigns.

1. MOVIE MARKETING CAMPAIGNS

2. The Dark Knight
The Hunger Games
Inception
The Simpsons
Cloverfield
The Blair Witch Project

3. Talaash
Barfi
Chakravyuh
Gangsof Wasseypur
Jab we Met

6. WHAT?
HOW?
For the second movie of the Batman trilogy, an ARG was
released in the months leading up to the premiere. The
game was based on the City of Gotham and its most
important citizens i.e Harvey Dent, Batman and of course the
Joker!
Websites for different parts of Gotham City gave the fans a look
into 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 made
sure that the fans had an experience of what it feels like to belong
to a world where Batman and Joker are real!

7. WHY
I loved the Campaign!!!

9. WHAT?
HOW?
Before the release of the much anticipated Hunger Games movie,
the franchise launched a multi-platform marketing campaign
revolving around life in the Districts and the Capitol. The key word
was fan involvement which was achieved using integration of
social media platforms with traditional media and real life events.
They used every platform to suit their needs and tailor made
content to go viral on every social media platform. Eg. Microsite to
grant citizenship of virtual districts, Twitter hashtags to run for
mayor of districts, puzzle pieces of various partner facebook
pages, Capitol fashion blog on tumblr and pintrest and more.

10. WHY
I loved the Campaign!!!

12. WHAT?
HOW?
The challenge for marketers with Inception was “How to create
interest among the audience about a movie with no brand equity
without giving away any plot lines?”
The answer was to drip feed the audience with bits and pieces of
information through games, puzzles. And hidden clues. Enough to
generate a buzz but not enough to give away the story!
A facebook game, Mind Crime based on an urban maze was released with
promisesof hidden clues when solved correctly. They also strategically
„leaked‟ three videos of Nolan interviewing three dream experts which sent the
fans into a hint searching drive. The facebook pageestablised was the hub of
mostdiscussionskept the imaginations of the fans stoked for months after the
releaseas they liked to discussthe complicated story line of the open ended
film on various points.

13. WHY
I loved the Campaign!!!

15. WHAT?
HOW?
Simpsons was a show that had been on air for the last 17 years. The
idea was to take the show from the idiot box and confront the
viewers in real life!
7-Eleven effort transformed 12 stores overnight into real-life Kwik-E-
Marts; Burger King's addictive "Simpsonizer" website, created out of
Crispin Porter + Bogusky and Equity Marketing and a JetBlue
partnership that named the air carrier "The Official Airline of
Springfield" and christened one of its fleet the "Woo-hoo, JetBlue!"

16. WHY
I loved the Campaign!!!

18. WHAT?
HOW?
The idea was to generate interest about a monster movie without
revealing the identity of the creature. To build suspense about
centered around a date which will prove catastrophic to everyone.
Theatergoers witnessed a shaky, handheld clip of chaos teasing
unrecognizable teens, an unseeable monster decapitating the
Statue of Liberty and no title. This was followed by introducing five
random sites, touted to hold hidden clues about the plot of the
movie - Tagruato, Slusho!, T.I.D.O.wave, Ethan Haas, and Jamie and
Teddy.

19. WHY
I loved the Campaign!!!

21. WHAT?
HOW?
Probably the first viral marketing campaign before the era of
Facebook, Twitter and MySpace, “The Blairwitch Project” used one
simple idea to fuel it‟s marketing campaign on a shoestring
budget. “What if the story was real ?”
Using a combination of “found footage”, strategically seeded
rumors on online message boards, fake newspaper clippings and
police reports of the missing college students led the audience to
believe that the movie was the real footage acquired from the
camera of the teenagers gone missing.

22. WHY
I loved the Campaign!!!

25. WHAT?
HOW?
Promote the movie through limited formats and channels to keep
exclusivity and maintain the suspense of the story line.
The movie was promoted through a tie-up with the newly released
Windows 8, through an app called IntARact. Combined with
augmented reality using print ads and mobile apps on all OS
platforms the campaign invited the audience for contest to meet
the actor, Amir Khan.

26. WHY
I loved the Campaign!!!

28. WHAT?
HOW?
Bring the lead character „Barfi‟ to life and closer to the
audience by letting them interact with him without making
Ranbir tour every city and town of India
The film was primarily promoted through Youtube. A dedicate tab
has been created – „Barfi‟. The tab plays a video introducing Barfi
to the audience and then turns into an app where the audience
can type a mood for Ranbir to enact or they could ask for tips from
Barfi on how to impress a girl, how to dance etc.

29. WHY
I loved the Campaign!!!

31. WHAT?
HOW?
Engage the audience through an alternate media and raise
awareness about the characters as well as the topic on which the
movie is based.
The movie launched an online comic book which revolves around
the story aiming at the young rebels. The Facebook app was
designed for this initiative and had a video embedded along with
the app.

32. WHY
I loved the Campaign!!!

34. WHAT?
HOW?
Build on the popularity of the first movie, take the rivalry among
the two factions into real life of people while establishing “The
World of Wasseypur”, retaining its flavour and expose audiences
to 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. The
cities were plastered with election posters of Ramadhir Singh to launch
his election campaign. And within a day or two of launch, these were to
be smeared with Faizal Khan‟s posters. The same battle was carried on to
twitterwhere the two tussled daily on the micro blogging platform!

35. WHY
I loved the Campaign!!!

37. WHAT?
HOW?
To get the audience involved in the movie to an extent that
they have a feeling of belonging or stake in the product.
The name of the movie was crowdsourced which meant that the
audience had a say in the making of the movie. To reduce the effort
of the people they were given three choices and all they had to do
was choose one of the three and SMS it to the provided number.

38. WHY
I loved the Campaign!!!

39. Videos Articles
Chakravyuh
Barfi
Talaash
Gangs of Wasseypur
Inception
The SimpsonsMovie
The Hunger Games
Cloverfield
TheBlair Witch Project
The Dark Knight

40. Thank You