Martin has high hopes for the movie”Inception”, and his expectations for it are no lower than those for”Joker”.
Ahead of its release, Meyers Films launched a viral marketing campaign.
The entire publicity is divided into three stages and is proceeding in an orderly manner.
First of all, the first stage: setting up suspense and arousing curiosity.
Meyers Films established the official website for”Inception” on the Internet.
At the beginning, there was only a spinning top on the website, and most people were confused about it, thinking that the top had something to do with the plot.
Meyers Films did not explain this, but continued to release clues.
At the WonderCon Comic Exhibition in San Francisco, staff from Meyers Films distributed a T-shirt to attendees. The front of the T-shirt was the”Dream Machine” used in”Inception” and the back was a two-parter. QR code.
The T-shirt’s QR code contains a hidden URL, pointing people to a viral marketing website ht(t)p:PASIVDevice.org, which is actually instructions for using the”Dream Machine”25.
When you finish reading this”instruction manual”, you will see again”YOUR.MIND.IS.THE.SCENE.OF.THE.CRIME”(Your brain is a crime scene), click on this sentence and you will enter the second stage of the online game on ht(t)p:Mind-Crime.com.
At this time, some media reporters and film practitioners also received a mysterious small metal box from Meyers Films, which contained a spinning top and a U.
The trailer of the movie is pre-stored in U, and the QR code on the box points to another website Mindhttp: Crime.com.
This website is divided into 4 promotion stages. Each stage will have new content, such as posters, trailers, etc. If Netizens want to see these contents and need to complete small tasks such as maze games.
Additionally, there is a viral website for”Inception” whose address is hidden on street posters.
This one is called”WhatIsDreamShare?”(What is Dream Sharing) website introduces the theory and principles of”dream machines” in the form of an anonymous blog, trying to uncover the truth about”dream stealing”.
Then comes the second stage: popularizing scientific knowledge about dreams.
After spreading its influence on the Internet, the subsequent promotion of”Inception” did not start with the plot.
Instead, it focuses on the core creative idea of the film, the”dream machine”.”、”Topics such as”Conscious Crime” are launched to popularize the scientific knowledge of dreams.
This method not only allows the audience to have a preliminary understanding of the movie before watching the movie, but also makes them curious about the idea of “dream machine”.
This is what Martin and Drew are doing with Ivanka’s publicity team decided on a strategy after discussion.
Because the dream scenes in the movie are a bit mysterious, in order to prevent the audience from being confused when watching the movie, they can reveal a little bit during the promotion, but at the same time Don’t reveal too much, lest the movie loses its sense of mystery.
Finally, there is the third stage: moving marketing from online to the streets. Although the early marketing achieved good results, it was too professional due to technical issues and too frequent viral marketing. , many netizens could not digest the content that was released one after another, causing them to feel tired and disgusted.
Fortunately, Ivanka’s team detected this phenomenon in time. Therefore
, Meyers Pictures’ marketing team adjusted the direction in time.
When the movie was released In the previous month, Meyers Pictures sent marketing personnel to hang giant posters on tall buildings on the streets of several major cities in North America, such as New York, Los Angeles, Chicago, Miami, etc. The posters were made in the form of three- dimensional pictures. It’s a bit like the naked-eye 3D advertisements that are very popular now, except that one is static and the other is dynamic.
These two posters: one is a curling exterior of a building, leaking out the form of the floors inside, reflecting the folding of space. The other one shows the rolling flood pouring from the top window of the building…
It must be said that these two giant posters are so realistic that they can be mistaken for the real ones. They not only highlight the visual characteristics of the movie, but also fit the movie’s slogan”TheDreamIsRea1″ has also successfully attracted people’s attention.
In an era when naked-eye 3D has not yet become popular, this kind of creativity is undoubtedly eye-catching enough.
Many people passing by the poster can’t help but stop and take a few photos or record a video. (To read exciting novels, go to Feilu Novel Network!)
Very���, these two giant posters also began to spread wildly on the Internet, attracting more people’s attention.
What Martin said before the promotion started set a tone for this successful marketing:”Don’t try to change the existing cognition in consumers’ minds, but adapt to the consumer’s cognition and guide it. To the direction we want. This is the iron law of marketing”
“There is no sentence in this world that can enlighten people.”
“What can truly enlighten you can only be an experience or an idea of your own. People who want to make a decision by tossing a coin have already made a decision in their mind, and the bomb has already been buried deep in your heart.”
“As for our publicity and marketing, all we have to do is light the match in the gunpowder warehouse.”
This series of publicity for”Inception” has obviously ignited the”fire of interest” in the hearts of consumers.
Of course, the final decision on the box office limit is the quality of the film.
If the quality of the film is too high, it will not be available. Most viewers agree that after the film is released, viral marketing will have a negative effect. The audience will feel that they have been deceived, and thus turn from extreme 710 interest at the beginning to the other extreme – extreme disgust.
For example”Blair Witch”.
This movie’s box office of 200 million was completely catalyzed by viral marketing.
The result was that the two directors of”Blair Witch” had a bad reputation after this movie.
The audience was disappointed with them. The movie was not bought at all, and in the end it was ignored by everyone.
In fact,”The Blair Witch Project” should be an experimental film, which ushered in the era of pseudo-documentary.
It shouldn’t have such a high box office, but it is not that bad, because it itself is It is not a commercial movie.
However, the distributor used viral marketing to make all viewers think that the story really happened. Even IMDB, the largest movie database in the United States, cooperated to fake the deaths of the three leading actors.[]
With the help of the power of the Internet and marketing methods that look like real ones,”Blair Witch” earned a box office of US$250 million with a production cost of only US$60,000.
But obviously, this behavior consumes the credibility of the two directors.
The audience thought they had been fooled and poured their anger on the two directors. As a result, no one bought the films of the two talented young directors, while the distributors made a lot of money.
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