Entertainment: Start with Succubus and play Hollywood

For the movie "Inception", Martin has high hopes and expects it no less than "Joker".

Prior to its release, Meyers Films launched a viral marketing campaign.

The whole propaganda is divided into three stages, and it is being carried out in an orderly manner.

First of all, the first stage: set up suspense and arouse curiosity.

Meyers Films has established an official website for Inception on the Internet.

In the beginning, there was only one spinning top on the site, and most people were confused about it, thinking that the top had something to do with the plot.

And Meyers Films did not explain this, but kept releasing clues.

At WonderCon in San Francisco, Meyers Film staff handed out a T-shirt to attendees with a "dream machine" used in Inception on the front and a QR code on the back.

The QR code for the T-shirt implies a web address that directs people to a viral marketing site, ht(t)p:PASIVDevice.org, which is actually a "dream machine"25 instruction manual.

When you finish flipping through this "manual", you will see "YOUR. MIND.IS. THE. SCENE. OF. THE. CRIME", clicking on this sentence will take you to the second stage of the ht(t) p:Mind-Crime.com online game.

At this time, some media reporters and film practitioners also received a mysterious small metal box from Meyers Films, which contained a spinning top and a U.

The trailer of the movie is pre-stored in U, and the QR code on the box points to another website Mindhttp::Crime.com

This site is divided into 4 promotion stages, and each stage will have new content, such as posters, trailers, etc., and if netizens want to see these contents, they need to complete small tasks such as maze games.

In addition, Inception has a viral website with its address hidden in a street poster.

It's called "WhatIsDreamShare?" The website (What is Dream Sharing) introduces the theory and principles of the "Dream Machine" in the form of an anonymous blog, trying to uncover the truth of "Dream Theft".

This is followed by the second phase: popularizing the science of dreams.

After spreading its influence on the Internet, the subsequent promotion of "Inception" did not start with the plot.

Instead, it revolves around the core creative topics in the film, such as "dream machine" and "consciousness crime", to popularize the scientific knowledge of dreams.

This method not only gives the audience a preliminary understanding of the movie before watching the movie, but also makes them curious about the idea of "Dream Machine".

This is the strategy that Martin and Drew set after discussing with Ivanka's publicity team.

Because the presentation of dreams in the movie is a little mysterious, in order to keep the audience from being confused when watching the movie, you can reveal a little bit when promoting, but not too much, so as not to make the movie lose its mystery.

Finally, there's the third stage: taking marketing from online to the streets

Although the early marketing has achieved good results, due to the technical problems are too professional and the viral marketing is too frequent, many netizens can't digest the content released one after another, resulting in their fatigue and disgust.

Fortunately, Ivanka's team detected the phenomenon in time.

As a result, Meyers Films' marketing team adjusted its direction in time.

A month before the film's release, Meyers Films sent marketing staff to hang giant posters on tall buildings on the streets of several major cities in North America, such as New York, Los Angeles, Chicago, Miami and others.

The poster is made in the form of a three-dimensional picture, which is somewhat like the very popular naked-eye 3D advertisement, except that one is static and the other is dynamic.

Two posters: one in the form of a curled façade that leaks out of the inner floors, reflecting the folded sense of space, and the other in the form of a rolling flood water pouring down from the windows on the top floor of the building......

It has to be said that the realism of these two giant posters is enough to make them real, which not only highlights the characteristics of the film in terms of visual effects, but also fits the film's promotional slogan "TheDreamIsRea1", and also successfully attracts people's attention.

In an era when glasses-free 3D was not yet popular, such a creative idea was undoubtedly eye-catching enough.

Many people passing by the poster can't help but stop and take a few photos or record a video or something. (If you read a violent novel, go to Feilu Novel Network!)

Soon, the two giant posters also began to go viral on the Internet, attracting more people's attention.

Martin's words before the campaign began, set the tone for this successful campaign: "Don't try to change what the consumer already has in their heads, but follow the consumer's perception and steer it in the direction we want." This is the iron law of marketing. "

"There is no single sentence in this world that can make people feel empowered. "

"What really makes you enlightened is only your own experience, an idea. People who want to toss a coin to make a decision have already made a decision in their hearts, and the bomb has long been buried deep in your heart. "

"And what we have to do in our publicity and marketing is to strike the match that is lit in the gunpowder warehouse. "

And this series of promotions of "Inception" has obviously ignited the "fire of interest" in the hearts of consumers.

Of course, it is the quality of the film that ultimately determines the box office ceiling.

If the quality of the film is very sloppy and cannot be recognized by the majority of the audience, after the film is released, the viral marketing will bring negative effects, and the audience will feel that they have been deceived, so that they will turn from the extreme 710 interest at the beginning to the other extreme - extreme disgust.

For example, "Blair the Witch".

The 200 million box office of this movie was completely catalyzed by viral marketing.

As a result, the two directors of "Blair the Witch" have a bad reputation after this movie.

The audience didn't buy their subsequent movies at all, and in the end, they didn't buy it.

Actually "Blair the Witch" was supposed to be an experimental film, and it ushered in the era of pseudo-documentaries.

It shouldn't have such a high box office, but it's not that bad, because it's not a commercial film per se.

But the distributor used viral marketing to make all audiences think that the story really happened, and even on IMDB, the largest film database in the United States, cooperated with the falsification of the deaths of the three leading actors. []

With the help of the power of the Internet and fake marketing methods, "Blair the Witch" won a box office of 250 million US dollars with a production cost of only 60,000 US dollars.

But obviously, this kind of behavior consumes the credibility of the two directors.

The audience thought they had been tricked and poured out their anger on the two directors, resulting in the film after the two talented young directors being unbought, while the distributor made a lot of money.

(Brothers, please take care of it, evaluation, flowers, collections, and rewards are all here, thank you.) ）。