In an era in which film promotion routinely outpaces a movie’s production budget, viral marketing has become one of the most attractive targets for a successful advertising campaign. But unlike conventional marketing, which targets things like television ad space or billboards, viral marketing is far less understood and much more unpredictable. However, the upsides of a successful viral campaign are almost limitless.
Starting with recent video “Devil Baby Attack,” here are seven film-related viral campaigns that have proven enormously successful.
1. Devil’s Due (2014)
The viral marketing video that’s currently taking the Internet by storm is the “prankvertisement” for Devil’s Due by Thinkmodo, and it’s getting the kind of attention that marketers can usually only dream about. Now Thinkmodo’s second successful prankvertisement — following its ad for Carrie, which involved a supposedly telekinetic girl in a coffee shop — don’t be surprised if you start to see more and more ads of this type pop up in the near future.
Published on January 14, the YouTube video entitled “Devil Baby Attack” has already received 10.6 million views and has generated huge awareness for the small-budget horror film Devil’s Due that most people weren’t even aware existed before the YouTube video went viral. Featuring a surprisingly realistic animatronic demon baby in a carriage that scares New Yorkers all across the city, the video has seeped into every corner of the social media landscape, including Facebook, Twitter, and various blogs.
For those that attempt a viral marketing campaign, the “Devil Baby Attack” video is a perfect example of how powerful a force such a strategy can be as the advertisement continues to sweep across the Internet. But will the viral video equal box office success? That will be something marketing firms watch closely, as Devil’s Due arrives in theaters on Friday.