Interactive Marketing Research
In order to create a successful marketing campaign for our music video, 'She Wants To Be Me' by Busted, we needed to research other successful viral marketing campaigns. The two campaigns that I chose to research were The Blair Witch Project, which changed the way films were marketed, and Deadpool, which used a mix of old and new marketing techniques. Both of these are considered to be some of the best marketing campaigns of all time.
Blair Witch Project
The Blair Witch Project was a horror film released in 1999 and is considered to be the first film marketed through the internet. About a year before the film was released a website was published with a bit of history about the legend. Gradually as time got closer to the launch of the film more and more information was posted onto the website. It started with biographies of the main characters before adding photos of the police search, news coverage and journal extracts from one of the main characters. In addition to this the actors from the film was listed as 'missing/ presumed dead' on IMDB. All of this was done to make the story seem real and make the audience feel scared but intrigued before the film was released.
Deadpool
Deadpool was a comedy, action film released in 2016 and utilised every form of marketing that they could find. The campaign used the common forms of modern advertising such as TV and social media but also went far beyond this. A Tinder profile was set up for the main character and emojis describing the name of the film were put on billboards across America. On top of this, the film was marketed as different genres such as a romantic drama, due to its Valentines day release date. An email newsletter was also set up along with a piece of script annotated by the main character being posted on social media.
Our Campaign
For our marketing campaign we have decided to use different aspects of the above campaigns. We want to make a campaign that intrigues our target audience as well as making them feel involved and included. The idea we have come up with is to initially release still images of the video that correlates to key lyrics of the song. We feel that the best way of doing this will be to post them on social media sites like Twitter and Instagram and ask people to guess the lyrics that the photos correspond with. Going about the campaign this way will allow us to create both intrigue and a sense of involvement amongst the fans. After we gain an initial following through the technique we think it will be best to release very short clips of the video in order to build up excitement.