Viral Marketing
Viral marketing is the process of marketing your product in a way the evokes the public interest and rapidly draws attention to the advertised product/film. There are many ways to market your film with the intention of creating a viral movement.An example of a successful marketing attempt would be the incredibly notable 'White Bat' viral campaign for the popular movie 'The Dark Knight Rises' directed by Christopher Nolan. Viral marketing played a significant role in the rousing success of their advertising campaign.
The campaign involved white bat graffiti sprayed around various towns. People who are taking part have to take a photo of the bat and upload it to the internet along with the location at which it was found. Then the company will review the tweet before accepting it and releasing a single frame from the movie trailer. Once all of them have been found, the full trailer would be released.
We debated together about what viral marketing methods might prove successful for a short film production. Personally I felt going about it in the same way as 'The Dark Knight Rises' would be possible if our film was NOT a short film. This viral marketing method is too expansive for a simple short film. It is also something that would only work for an established film production company and producer. A new name company will not be able to gain the backing required, nor will most go out of their way to take part.
The reason why it was successful for 'The Dark Knight Rises' is because of the multiple following factors:
1. Warner Brothers has significant backing and connections
2. They have the required budget
3. They have a large social media following
4. The film is highly anticapated
5. The company has experience
The main reason, as to why it was so successful is arguebly because the trailer for the film that everyone is waiting for will be released when all the white bat's are found.
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