One of the best ways to motivate consumers is through fear. It’s Friday 13th and we are looking back at advertising gems that have fully explored and exploited our greatest fears. Check out our top 5 spine-chilling viral marketing campaigns:
IT: Movie Marketing Campaign
This bloodcurdling guerrilla marketing campaign, the Australian city of Sydney crafted, for the 2017 horror film was met with delight and horror on social media. In the run up to the premier, Pennywise’s iconic red balloon started to appear all over the city tied to storm grates along with the message ‘It is closer than you think' along with the date for its release . This immersive campaign led to IT having the biggest opening weekend for a horror film in Australia.
LG: So Real It’s Scary
LG used the tagline ‘so real, it’s scary’ to terrify prospective customers for the launch of their IPS Monitors product. LG installed a grid of its IPS monitors on the floor of an elevator to create an optical illusion that made it appear that the riders were about to plummet to their deaths. The campaign video has been viewed over 46 million times, documenting the emotional reactions of riders. This forthcoming campaign managed to successfully demonstrate the product’s visual superiority and showcase the difference between the IPS monitor and your average television monitor.
Jason Zada: Take This Lollipop Campaign
‘Take This Lollipop' campaign was created by television and music director Jason Zada as a fun side project that generated more than 300,000 Facebook users within its first 24 hours of being public. 'Take This Lollipop' asks for access to your Facebook account to give you a customized horror film starring your very own deranged stalker as he goes through your Facebook profile, photos, and location information to hunt you down. Thanks to users sharing their experiences and the unsettling depiction of the creepy downside to our social media usage, the campaign took home honours from Cannes.
Devil’s Due: Devil Baby Attack
To promote Devil’s Due, a horror movie about a girl pregnant with the devil, Thinkmodo created an animatronic “devil baby” in a remote-controlled stroller and sent it rampaging through the streets of New York, with hidden cameras capturing pedestrian’s reactions. The video was posted on YouTube two weeks prior to the movie's release, where it generated tremendous media coverage and excitement for the film.
Blair Witch Project: Movie Marketing Campaign
An O.G. to the viral marketing game, the Blair Witch Project's movie campaign remains one of the best. Artisan Entertainment released the fake-documentary, 19 years ago, with an online pre-release focus on the alleged directors of the film, who they claimed had gone missing. The hype generated helped spread word-of-mouth propelling the film to eventually become one of the most profitable movies of all time.
It’s shameless self-promotion o’clock and we’re plugging our very own ISTC’s, International Safety Training College, terrifyingly honest campaign. The campaign was created to promote their ongoing training programs and featured the tag line ‘Life or Death’ setting the dramatic tone we wanted to achieve. Our message was clear, in life you can’t take chances and being properly trained can put you and others out of harm's way.