A very impressive and powerful viral campaign started in US theatres in july 2007:
Prior to the movie "Transformers" a trailer (see below) was presented, which had no information on the movie itself and only gave the information "J.J.Abrams" towards the end. The trailer itself was composed of shaky pictures filmed with a handheld camera and did look anything but like a trailer the audience is used to. This left some people quite irritated and statements such as "WHAT THE F*** WAS THAT!?" were quite common. As a lot of viewers were familiar with the name "J.J.Abrams" (creator of mystery show LOST) people started seeking information on the web with the goal to put the pieces of the puzzle together. The result: Lots of talk in the internet and on the media about the trailer and the upcoming movie Cloverfield which is supposed to hit theatres on 1-18-08.
This campaign shows how the buzzword "viral marketing" can be filled with actual meaning.
More details can be found on wikkipedia/cloverfield.
André Bohnet-Armstrong
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