10 Best Movie Viral Marketing Campaigns, Ranked - Collider

In the ever-evolving landscape of film marketing, big swings can result in big misses. But when an idea connects, it can spiral into unparalleled success; many of the most lucrative movies have benefited from these kinds of viral campaigns. Whether leveraging the power of the internet and social media or interactive experiences and good old-fashioned word of mouth, many films created buzz and anticipation like never before.

As the internet becomes increasingly saturated with content, film studios face the increasingly difficult challenge of cutting through the noise to capture audience attention. The current cluttered digital landscape demands more inventive and sophisticated marketing strategies. By blending creativity with technological advancement and looking at past success stories, studios can find new opportunities to engage viewers in novel ways. From cryptic teasers to immersive online worlds, these are the most refreshing and groundbreaking viral marketing campaigns in cinema.

10 Cloverfield (2008)

Directed by Matt Reeves

Image via Paramount Pictures

In 2008, the unexpected found-footage monster flick Cloverfield redefined the landscape of viral marketing with its mysterious and groundbreaking campaign. Directed by Matt Reeves and produced by J.J. Abrams, the film's marketing strategy began with an untitled teaser trailer that, cryptically, did not reveal the film's name, only the now infamous release date: 1-18-08. The teaser played before Transformers screenings, igniting widespread speculation and intrigue and leading to a flurry of online discussions and theories. The campaign expanded to include enigmatic puzzle-based websites and fake MySpace profiles for each of the movie's characters, creating an immersive experience that drew audiences into the film's universe long before its release.

The brilliance of Cloverfield's campaign lay in its ability to generate massive interest through minimal but tantalizing information. By leveraging the internet and social media, the marketing team crafted a sense of mystery and urgency, leading audiences to engage with the story before they had even seen the film. This innovative approach captivated potential viewers, demonstrating the power of viral marketing in the digital age. With just enough information, the audience did most of the heavy lifting, spinning theories and posting guesses on message boards, building the legend. Cloverfield's marketing was a perfect blend of suspense and engagement, ensuring that audiences were invested in the movie even before knowing the exact plot.

Cloverfield

Release Date

January 15, 2008

Runtime

90

Writers

Drew Goddard

9 Barbie (2023)

Directed by Greta Gerwig

Image via Warner Bros.

The marketing campaign for Greta Gerwig's Barbie in 2023 was a masterclass in leveraging brand nostalgia and contemporary pop culture. The campaign began with the release of visually striking character posters featuring the film's main cast and the debut of a vibrant teaser trailer that highlighted the film's playful and satirical tone. Mattel's iconic doll was reimagined for the modern era, with an all-star cast including Margot Robbie and Ryan Gosling, which piqued interest across various demographics. However, the catalyst for Barbie's eventual billion-dollar box-office draw can largely be attributed to its concurrent release with Universal's Oppenheimer, which had a large fan following thanks to the acclaim of its director, Christopher Nolan, and a similarly all-star cast.

By leaning into the counter-programming angle and encouraging audiences to attend both movies as a double feature, Barbie's strategy was quite effective, resulting in a marketing approach that appealed to both longtime fans and new audiences. Integrating elements of fashion, humor, social commentary, and the striking juxtaposition of its vivid color palate against the contrasting dreary tone and cinematography of Oppenheimer, Barbie's success skyrocketed. The campaign included a staggering number of brand deals, including collaborations with such diverse brands as Gap and Airbnb and even a tie-in HGTV renovation series themed around the Barbie Dreamhouse. By the time Barbie hit theaters, it was simply too big to fail.

Barbie

Release Date

July 21, 2023

Runtime

114 minutes

8 Get Out (2017)

Directed by Jordan Peele

Image via Blumhouse

Jordan Peele's directorial debut, Get Out, utilized a sharp and innovative marketing campaign that matched the film's social commentary. Highlighting Peele as the singular mind behind the film's creation, Blumhouse leveraged his previous popularity as one-half of the comedy duo Key & Peele. Leaning into Peele's dramatic change of genre, the trailers emphasized the film's unique blend of horror and social criticism.

The success of Get Out's campaign can largely be attributed to its ability to spark conversations about race relations in America, themes that resonated deeply with audiences. By addressing relevant social issues through an all-out genre film, the marketing tapped into a wider cultural dialogue, making the movie not just a piece of entertainment but a significant cultural event that found its way into conversations online and in person. Although not entirely a product of the marketing campaign so much as the film itself, the effect of word-of-mouth marketing cannot be underestimated, as this approach not only drew viewers to theaters but also fostered a lasting impact. Get Out's ability to intertwine entertainment with social commentary set a new benchmark for how films could be marketed in an engaging and thought-provoking manner.

Get Out

Release Date

February 24, 2017

Runtime

103 minutes

7 Toy Story 3 (2010)

Directed by Lee Unkrich

Image via Walt Disney Studios Motion Pictures

Released in 2010, Toy Story 3 harnessed the power of nostalgia and emotional connection in its marketing campaign, engaging with the same in-universe media that drove films like Cloverfield to unexpected success. Disney and Pixar appealed not only to young audiences but also to adults who had grown up with the franchise. The campaign included heartwarming trailers and TV spots that highlighted the return of beloved characters while hinting at the film's deeper emotional themes.

A significant part of the strategy involved the production of tie-in toys to help promote the film. Among the media produced for the film's marketing campaign was a fake commercial for Lots-O'-Huggin Bear, which was shot and edited to appear vintage, complete with VHS visual noise and audio distortion. The overall campaign was a foolproof effort to create a sense of continuity and emotional depth with audiences, resonating with multiple generations and ensuring a broad appeal.

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