"Terminator Salvation"
In the campaign for "Terminator Salvation," Campfire aimed to combine fan enthusiasm and marketing efforts to build anticipation for the film's release. At the center of the campaign, the agency created an "underground battle" between two forces in the film: Skynet Research and the Human Resistance.
To kick off the campaign, a Resistance blogger wrote about transmissions he received from a military unit caught in an apocalyptic future, while the ever-mysterious Skynet reached out to robotic fans and comic book aficionados to help spread the word of a benign future without the benefit of robotics.
Comic book stores participated in a fake security camera program that "leaked" images of humans being hoarded into containment centers.
The campaign relied heavily on comic book establishments as they became an integral part of the story. As the campaign continued, comic book store operators began posting videos about their regretful decisions to collaborate with Skynet. The testimonies helped frame the devious Skynet image.
Finally, the campaign came to a head when the studio launched ResistOrBeTerminated.com and Tactical Simulator, an alternate reality game where players could prepare for virtual battle. Campfire says it helped the studio maintain online buzz for the campaign through user-generated videos that were combined with promotional videos for Skynet, the source of much interest in the film.
The movie's website also promotes the Terminate Me game for the iPhone, and a web-based game that requires registration.
iMedia did a sweep of 12 other major films slated for release this summer. Some employed strategies right out of the weathered playbook, while others took chances with a pure social media presence, making large web development strategies less necessary.
"Angels & Demons"
The polished site for "Angels & Demons," the follow-up to "The Da Vinci Code," carries short clips from the film, info on characters and the storyline, a photo gallery, downloads, and various video featurettes. The studio also developed a game for the iPhone, and a separate mobile game that's available on all of the major carriers in the U.S. Lastly, the site promotes social media offerings on sites like Twitter, Facebook, and MySpace.
<< Previous page | Next page >>
