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From political campaigns to movies, the Internet has changed the advertising world
By Edward Paik
Posted: 1/17/08, 10:42 PM EST Section: Feature
It began as a summer tease.
A trailer beginning at a surprise party and ending in the midst of a rampage in New York City and the decapitation of the Statute of Liberty by an unidentified monster. Even with the scene shot through the lens of a consumer handheld camcorder, the film seemed epic.
In reality, this was an untitled, unfinished film to hit the box office with an unknown cast, a producer unproven on the silver screen and a budget too small to be considered a blockbuster.
With the first television trailers airing a month before its cinematic release on Jan. 18, monster movie "Cloverfield" had garnered buzz without the use of conventional advertisements, instead relying on its shroud of mystery and online word-of-mouth, also known as viral marketing.
Opening today, its expectations are great, but in the wake of its marketing ploy, the film's reputation seems to have preceded itself, fueled by imagination and speculation over unknown elements.
Almost a decade after the first use of viral marketing, "Cloverfield" has adopted and expanded its execution, maximizing marketing's effect with little time and minimal spending.
The rise of the Internet meant adaptation for the advertising world, venturing into untamed realms of social networking and blogs.
The Web 2.0
In the wake of a marketing revolution, the Internet was infected.
The increase in social networks and blogs gave birth to the virtual marketing phenomenon, identified as the Web 2.0 - an evolution of online communication.
"The marketing power is no longer in the hands of the media anymore; it's in the hands of the people... a truly democratic evolution," said Thierry Daher of Culture-buzz.com, a blog dedicated to viral campaigns and creative division of Vanksen Group USA.
Instead, it forces marketers to create influential concepts that will urge the viewer to pass it on, said Chief Executive Officer Daher.
Daher's company seeds viral campaigns by distributing viral videos, games and Web sites to unpaid bloggers. Through word-of-mouth, Vanksen Group USA banks off the media attention that bloggers who post the ads generate from garnered buzz.
A trailer beginning at a surprise party and ending in the midst of a rampage in New York City and the decapitation of the Statute of Liberty by an unidentified monster. Even with the scene shot through the lens of a consumer handheld camcorder, the film seemed epic.
In reality, this was an untitled, unfinished film to hit the box office with an unknown cast, a producer unproven on the silver screen and a budget too small to be considered a blockbuster.
With the first television trailers airing a month before its cinematic release on Jan. 18, monster movie "Cloverfield" had garnered buzz without the use of conventional advertisements, instead relying on its shroud of mystery and online word-of-mouth, also known as viral marketing.
Opening today, its expectations are great, but in the wake of its marketing ploy, the film's reputation seems to have preceded itself, fueled by imagination and speculation over unknown elements.
Almost a decade after the first use of viral marketing, "Cloverfield" has adopted and expanded its execution, maximizing marketing's effect with little time and minimal spending.
The rise of the Internet meant adaptation for the advertising world, venturing into untamed realms of social networking and blogs.
The Web 2.0
In the wake of a marketing revolution, the Internet was infected.
The increase in social networks and blogs gave birth to the virtual marketing phenomenon, identified as the Web 2.0 - an evolution of online communication.
"The marketing power is no longer in the hands of the media anymore; it's in the hands of the people... a truly democratic evolution," said Thierry Daher of Culture-buzz.com, a blog dedicated to viral campaigns and creative division of Vanksen Group USA.
Instead, it forces marketers to create influential concepts that will urge the viewer to pass it on, said Chief Executive Officer Daher.
Daher's company seeds viral campaigns by distributing viral videos, games and Web sites to unpaid bloggers. Through word-of-mouth, Vanksen Group USA banks off the media attention that bloggers who post the ads generate from garnered buzz.
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