Viral Marketing is a marketing technique which uses the internet, specifically social networking to promote and advertise, it can be thought as the modern day word-of-mouth, which also plays a part. Viral is taken from the word virus, of course viral marketing isn't a bad thing, but it spreads around quickly and a lot, hence the name. Viral marketing is becoming more and more popular because it is free, for example if someone sees a poster, and shares it with a friend and this continues for a while, millions of people would have seen it and the studio wouldn't have spent a penny.
The Blair Witch Project
To create the illusion that the story was real, the creators made a website called BlairWitch.com, this had archived photos, police reports, interviews and a detailed background story to the events.
The Dark Knight
This film used viral campaign even though it was a very high budget film, they made a website called http://ibelieveinharveydent.com/ which was related to a character in the film, this became popular because many people wanted to know the story behind the character. They also made the website whysoserious.com which had objects or characters changed by the Joker adding a red smile to all of them.
Tron Legacy
This film was a sequel to "Tron", a film in the 1980s. The studios used real world-arcades, light bikes and games to promote the film, however its best technique was when they held a real press-event as fictional company Encom, they announced that the company was being taken over by new management, and then actors came and protested, they believed that the creator of the company was still alive, this is tied to the film as the story was about this characters son who finds his father after many years.
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