When a Hollywood studio wants to generate buzz for a blockbuster, TV ads and billboards don't cut it. The folks behind "Batman: The Dark Knight" (opening July 18th) took a sneakier route. Studio 360's Eric Molinsky was a recent target.
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Eric Molinsky
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Hi Alex,
You're right, 42 Entertainment is one of the best companies at viral marketing because they turn it into a game that engages fans for months. They don't try to infect the entire culture with a virus -- that strategy fails more often than it succeeds. I actually did talk about that in the piece, but that section had to be cut for time before we aired.
Eric
Kind of missed alot with this story. I mean the whole point of the Batman 'viral trail' lead to a contest to be an extra in the movie. Indeed it was to help build buzz for the film, but the clues and the contest were a game. These 'games' have been used to promote videogames and movies long before "Obama Girl". Check out wikipedia for the info on the Halo 2 'viral' trail.
How can you talk about Obama Girl without mentioning the reported news that she failed to vote in the primary!
PS: What is with the media mantra that BO is "good looking". Must be a new component of "affimative action" for "ugly" candidates because they said the same thing about Kerry.
Maybe they can get Denzel Washington to play BO in the debates.
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