The Blair Witch Project was one of the first films to experiment with the very realistic viral campaigns. This viral campaign made everyone talk about it and influenced other film marketing strategies since, in style and media distribution. The success of the film heavily relied on the success of it's campaign. The film budget was very low and the cost of marketing in this way is very cheap as its cost very little to market in this way.
Cloverfield also used the realistic viral campaigns and created a 'buzz'. Just like The Blair Witch Project, Cloverfield created an enigma as to who/what the 'monster' was. For a Hollywood standard, Cloverfield had a low budget of $15 million compared to The Blair Witch Project which was only $150,000. However, compared to other Hollywood films, the budget of this film was unbelievably low.
The Dark Knight's campaign used a fake 'I believe in Harvey Dent' election poster to create the 'real' world of Gotham City. Initially, Warner Bros. had created a viral campaign, developing promotional sites and trailers highlighing Ledger as the joker. However, after his death, the stsudio focused on its promotional campaign. The picture above is an example of one of the posters created in the promotional campaign.
BRAND CAPITALISM:
In 2005, O'Reilly described brand capitalism, especially virals as 'bottoms up marketing'. This is where mainstream producers copy/imiate strategies of amatuers and prosumers.
The end of a product is no longer comsumption. The creation of virals, websites and artefacts from the hyper real world allow digital life outside the product.
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