Relying on human nature for a successful viral marketing campaign
On the day that the J.J. Abram’s produced “Cloverfield” hits theaters nationwide, I thought it to be appropriate to discuss some of the underlying tactics those behind the film utilized to garner a tremendous following for the movie. Specifically, I want to discuss viral marketing and how deeply it relies on human nature to be successful. Viral marketing is becoming more and more common because it places emphasis on “word of mouth” to increase brand awareness. With technology as it is today, the lines for communication spread far and wide. Harnessing this tremendous asset can power a product or idea with great force. However, it is not always easy to generate interest through a viral market. There are a few key steps that are necessary for a successful viral market. They include:
- That people will utilize their existing communication networks to spread word about a product.
It is pivotal that people utilize their existing communication networks to spread word about a product. Each person in America has a tremendous network of people associated with them. From their direct family to coworkers to relatives to friends of relatives to friends. If a message is interesting enough, theres no end to where it can be communicated to. The key here is to place the product where it is visible enough for enough people to see, but hold back from immediately plastering it over all billboards and TV for people to see.
- Natural human tendencies will continue to be exhibited.
Everyone wants to be “with it”. Every person wants to stumble upon the next big thing first. If this common human tendency can be captured, it can push a product to a whole new level. Coming across something that excites a person pushes them to spread it to others. With the internet how it is today, spreading information has never been easier or quicker.
I think “Cloverfield” was very successful in building a viral market for its product. It placed a teaser trailer with the Transformers movie that was released in Summer 2007. They gave no name, only a date and a feeling of suspense. By watching this trailer, you knew it was some type of monster movie, but what kind? What does this monster look like? They captured the intrigue of millions of Sci-fi moviegoers. These moviegoers quickly began making blog postings and websites as general interest in the movie rose. “Cloverfield” did not release any images nor did they allow anyone to see what the monster looked like. You saw shadows in the preview and that was it. Keeping the identity of the creature a secret was an ingenious idea. This spawned a great debate and generated huge interest in the film.
To close, I, like many other Americans will go see “Cloverfield” this weekend. I have been checking in on the film for months because I was interested in the whole idea of a film creating a viral market. I think the executives did a wonderful job of marketing the film as a whole, so I don’t mind spending the $9.50 to see it. Besides, I want to see what the damn monster looks like!
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