“We’re pushing the engagement of an idea which leads you then to the product.…It just is a whole new mind-set where you don’t have to wrap everything up in a bow and if you don’t, people are going to be a lot more interested in you and what you’re selling and what your message is.” -James Percelay
James Percelay, a former line producer for “Saturday Night Live”, made this statement regarding the new age marketing technique that seems to working in today’s society. People are more likely to respond to an advertisement when they do not know it is an advertisement. Today’s society is composed of independent, free will consumers that do not want to be told what to buy. People are more likely to buy a certain brand or product when they are merely exposed to it with no knowledge that they are indeed, a target of marketing.
Percelay along with Michael Krivicka, a freelance video producer, are the founders of a viral marketing company called ThinkModo. One of the company’s most recent viral marketing endeavors was promoting the movie “Limitless”. The company created and skillfully leaked a video last week of a man hacking into the jumbo screens in Times Square and playing videos from his iPhone. As the man is demonstrating the transfer of control to his iPhone the trailer for “Limitless” is playing on one of the jumbo screens. Although the trailer is only seen for a few seconds, it is unmistakable what movie it is for.
In two days the video had over 800,000 hits on YouTube and many people were wondering if it was real. It has been revealed that it is a hoax, but the video is still gaining popularity. It currently has almost 2 million views on YouTube. This viral video has generated a lot of exposure for “Limiteless” in a new way to attract movie goers.
Movie trailers seen on television are often ignored by viewers simply because they are a form of advertising. Although this viral video is a form of advertising, viewers are unaware. This simple fact makes it more likely that people will notice the trailer. I have seen viral videos promoting products and brands, but never movies. Viral videos are beginning to reach every aspect and industry in marketing proving that it is 'limitless'.
Movie trailers seen on television are often ignored by viewers simply because they are a form of advertising. Although this viral video is a form of advertising, viewers are unaware. This simple fact makes it more likely that people will notice the trailer. I have seen viral videos promoting products and brands, but never movies. Viral videos are beginning to reach every aspect and industry in marketing proving that it is 'limitless'.
Cool post. I didn't know that people were starting to do this! It's definitely true that most people today do not like being marketed to and so I can see why this would be popping up. Customers today want to feel like they are a part of something and like their opinion matters. I love how creative some of new campaigns are.
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