why so serious?
http://en.wikipedia.org/wiki/Image:Norulessensible.jpg
In May 2007, 42 Entertainment began a viral marketing campaign utilizing the film's "Why So Serious?" tagline with the launch of a website featuring the fictional political campaign of Harvey Dent, with the caption, "I Believe in Harvey Dent."[83] The site aimed to interest fans by having them try to earn what they wanted to see and, on behalf of Warner Bros., 42 Entertainment also established a "vandalized" version of I Believe in Harvey Dent, called "I believe in Harvey Dent too," where e-mails sent by fans slowly removed pixels, revealing the first official image of the Joker; it was ultimately replaced with many "Haha"s and a hidden message that said "see you in December."[84]
During the 2007 Comic-Con International, 42 Entertainment launched WhySoSerious.com, sending fans on a scavenger hunt to unlock a teaser trailer and a new photo of the Joker.[85] During that month, WhySoSerious.com featured an animated jack-o'-lantern whose mouth was shaped like a bat-logo. The candle in the jack-o'-lantern melted as time progressed, while half of the pumpkin's face simultaneously deteriorated.[86]
On October 31, 2007, the film's website morphed into another scavenger hunt with hidden messages, instructing fans to uncover clues at certain locations in major cities throughout the United States, and to take photographs of their discoveries. The clues combined to reveal a new photograph of the Joker from the film, accompanied by an audio MP3 clip of Ledger's recorded voice saying, "And tonight, you're gonna break your one rule." Completing the scavenger hunt also led to another website called Rory's Death Kiss[86] (referencing the false working title of Rory's First Kiss), where fans could submit photographs of themselves costumed as the Joker set in various landscapes. Those who sent photos were mailed a copy of a fictional newspaper called The Gotham Times, whose electronic version led to the discovery of numerous other websites.[87][88]
http://en.wikipedia.org/wiki/Image:Norulessensible.jpg
In May 2007, 42 Entertainment began a viral marketing campaign utilizing the film's "Why So Serious?" tagline with the launch of a website featuring the fictional political campaign of Harvey Dent, with the caption, "I Believe in Harvey Dent."[83] The site aimed to interest fans by having them try to earn what they wanted to see and, on behalf of Warner Bros., 42 Entertainment also established a "vandalized" version of I Believe in Harvey Dent, called "I believe in Harvey Dent too," where e-mails sent by fans slowly removed pixels, revealing the first official image of the Joker; it was ultimately replaced with many "Haha"s and a hidden message that said "see you in December."[84]
During the 2007 Comic-Con International, 42 Entertainment launched WhySoSerious.com, sending fans on a scavenger hunt to unlock a teaser trailer and a new photo of the Joker.[85] During that month, WhySoSerious.com featured an animated jack-o'-lantern whose mouth was shaped like a bat-logo. The candle in the jack-o'-lantern melted as time progressed, while half of the pumpkin's face simultaneously deteriorated.[86]
On October 31, 2007, the film's website morphed into another scavenger hunt with hidden messages, instructing fans to uncover clues at certain locations in major cities throughout the United States, and to take photographs of their discoveries. The clues combined to reveal a new photograph of the Joker from the film, accompanied by an audio MP3 clip of Ledger's recorded voice saying, "And tonight, you're gonna break your one rule." Completing the scavenger hunt also led to another website called Rory's Death Kiss[86] (referencing the false working title of Rory's First Kiss), where fans could submit photographs of themselves costumed as the Joker set in various landscapes. Those who sent photos were mailed a copy of a fictional newspaper called The Gotham Times, whose electronic version led to the discovery of numerous other websites.[87][88]
Notable examples of viral marketing
The Ponzi scheme and related investment Pyramid schemes, are an early and unfortunate example of viral marketing. In each round, investors are paid interest from the principal deposits of later investors. Early investors are so enthusiastic that they recruit their friends resulting in exponential growth until the pool of available investors is tapped out and the scheme collapses.
Multi-level marketing popularized in the 1960's and 70's (not to be confused with Ponzi schemes) is essentially a form of viral marketing in which representatives gain income through marketing products through their circle of influence and give their friends a chance to market products similarly. When successful, the strategy creates an exponentially growing network of reprepresentatives and greatly enriches adopters. Examples include Amway and Mary Kay Cosmetics.
BusinessWeek (2001) described web-based campaigns for Hotmail (1996) and The Blair Witch Project (1999) as striking examples of viral marketing, but warned of some dangers for imitation marketers. [8]
Burger King's The Subservient Chicken campaign was cited in Wired as a striking example of viral or word-of-mouth marketing. [9]
In 2000, Slate described TiVo's unpublicized gambit of giving free TiVo's to web-savvy enthusiasts to create "viral" word of mouth, pointing out that a viral campaign differs from a publicity stunt. [10]
Cadbury's Dairy Milk 2007 Gorilla advert was heavily popularised on YouTube and Facebook.
With the emergence of Web 2.0, mostly all web startups like facebook.com, youtube.com, collabotrade.com, myspace.com, and digg.com have made good use of Viral Marketing by merging it with the social networking.
The Big Word Project, launched in 2008, aims to redefine the Oxford English Dictionary by allowing people to submit their website as the definition of their chosen word. The viral marketing project, created to fund two Masters students' educations, attracted the attention of bloggers worldwide, being featured on Daring Fireball and Wired Magazine. [11]
The 2008 film Cloverfield was first publicized with a teaser trailer that did not advertise the film's title, only its release date: "01·18·08." Elements of the viral marketing campaign included MySpace pages created for fictional characters and websites created for fictional companies alluded to in the film.
The release of the 2007 concept album Year Zero by Nine Inch Nails involved a viral marketing campaign, including the band leaving USB drives at concerts during NIN's 2007 European Tour. This was followed up with a series of interlinked websites revealing clues and information about the dystopian future in which the album is set.
In 2007, World Wrestling Entertainment promoted the return of Chris Jericho with a viral marketing campaign using 15-second cryptic binary code videos. The videos contained hidden messages and biblical links related to Jericho, although speculation existed throughout WWE fans over who the campaign targeted.[12][13] The text "Save Us" and "2nd Coming" were most prominent in the videos. The campaign spread throughout the internet with numerous websites, though no longer operational, featuring hidden messages and biblical links to further hint at Jericho's return.[14][15]
In 2007 The New York Times' advertising columnist Stuart Elliott wrote about a business-to-business viral campaign for a software company, showing that viral advertising has application in areas outside of consumer marketing: http://www.nytimes.com/2007/07/10/business/media/09adnewsletter1.html
In 2007, Portuguese football club Sporting Portugal integrated a viral feature in their campaign for season seats. In their website, a video [16] required the user to input his name and phone number before playback started, which then featured the coach Paulo Bento and the players waiting at the locker room while he makes a phone call to the user telling him that they just can't start the season until the user buys his season ticket. Flawless video and phone call synchronization and the fact that it was a totally new experience for the user led to nearly 200,000 pageviews phone calls in less than 24 hours.
Avirginsplea.com claimed that a 25-year old virgin living in Toronto named Geoff needed five million hits on his website in 30 days in order for Jenn, one of his very hot platonic female friends, to help him lose his virginity.
On January 31, 2008 at 3 PM, radio station WMAX in Grand Rapids, Michigan dropped its Modern AC / Hot AC format and began stunting with the sounds of a ticking clock. A 12-second viral video posted on the station's website and on YouTube pointed to 02/04/08 @ 10:01 AM. In addition, liners that pointed to this date were also played, along with random songs from different radio formats. Sure enough, on February 2, 2008 at 10:01 AM, the ticking clock sounds came to an end, and a new format, Modern Rock Radio X 96.1 was launched.
In April 2008, strange videos began appearing on Canadian music video channel MuchMusic. The videos, made by a blogger known only as phreak615, interfered with the station's signal, especially during the station's original signal programming. The videos, all of which were under 10 seconds long, pointed to phreak615.com, the URL of the signal hacker's blog. According to his blog, phreak615 is a self-proclaimed pop culture activist who apparently works for MuchMusic. It is being used to promote the MuchMusic Video Awards. The videos and signal hacking may have been inspired by the Max Headroom pirating incident that occurred on Chicago's WTTW 11 in 1987, as phreak615 had posted a link to that video on his blog.
Pre-Internet: Early in its existence (perhaps between 1988 and 1992), the television show Mystery Science Theater 3000 had limited distribution. The producers encouraged viewers to makes copies of the show on video tape and give them to friends in order to expand viewership and increase demand for the fledgling Comedy Central network. During this period the closing credits included the words "Keep circulating the tapes!"
The marketing campaign for the 2008 film The Dark Knight combined both online and real-life elements to make it resemble an alternate reality game. Techniques included mass gatherings of Joker fans, scavenger hunts around the US and World, detailed and intricate websites that let fans actually participate in "voting" for political offices in Gotham City, and even a Gotham News Network that has links to other Gotham pages such as Gotham Rail, a Gotham travel agency, and political candidate's pages. The movie also markets heavily off of word of mouth from the thousands of Batman fans.
A form of MLM promotion was formed in early 2008 called Spider Web Marketing. It's free video series that showed user how to generate multiple streams of income
The Ponzi scheme and related investment Pyramid schemes, are an early and unfortunate example of viral marketing. In each round, investors are paid interest from the principal deposits of later investors. Early investors are so enthusiastic that they recruit their friends resulting in exponential growth until the pool of available investors is tapped out and the scheme collapses.
Multi-level marketing popularized in the 1960's and 70's (not to be confused with Ponzi schemes) is essentially a form of viral marketing in which representatives gain income through marketing products through their circle of influence and give their friends a chance to market products similarly. When successful, the strategy creates an exponentially growing network of reprepresentatives and greatly enriches adopters. Examples include Amway and Mary Kay Cosmetics.
BusinessWeek (2001) described web-based campaigns for Hotmail (1996) and The Blair Witch Project (1999) as striking examples of viral marketing, but warned of some dangers for imitation marketers. [8]
Burger King's The Subservient Chicken campaign was cited in Wired as a striking example of viral or word-of-mouth marketing. [9]
In 2000, Slate described TiVo's unpublicized gambit of giving free TiVo's to web-savvy enthusiasts to create "viral" word of mouth, pointing out that a viral campaign differs from a publicity stunt. [10]
Cadbury's Dairy Milk 2007 Gorilla advert was heavily popularised on YouTube and Facebook.
With the emergence of Web 2.0, mostly all web startups like facebook.com, youtube.com, collabotrade.com, myspace.com, and digg.com have made good use of Viral Marketing by merging it with the social networking.
The Big Word Project, launched in 2008, aims to redefine the Oxford English Dictionary by allowing people to submit their website as the definition of their chosen word. The viral marketing project, created to fund two Masters students' educations, attracted the attention of bloggers worldwide, being featured on Daring Fireball and Wired Magazine. [11]
The 2008 film Cloverfield was first publicized with a teaser trailer that did not advertise the film's title, only its release date: "01·18·08." Elements of the viral marketing campaign included MySpace pages created for fictional characters and websites created for fictional companies alluded to in the film.
The release of the 2007 concept album Year Zero by Nine Inch Nails involved a viral marketing campaign, including the band leaving USB drives at concerts during NIN's 2007 European Tour. This was followed up with a series of interlinked websites revealing clues and information about the dystopian future in which the album is set.
In 2007, World Wrestling Entertainment promoted the return of Chris Jericho with a viral marketing campaign using 15-second cryptic binary code videos. The videos contained hidden messages and biblical links related to Jericho, although speculation existed throughout WWE fans over who the campaign targeted.[12][13] The text "Save Us" and "2nd Coming" were most prominent in the videos. The campaign spread throughout the internet with numerous websites, though no longer operational, featuring hidden messages and biblical links to further hint at Jericho's return.[14][15]
In 2007 The New York Times' advertising columnist Stuart Elliott wrote about a business-to-business viral campaign for a software company, showing that viral advertising has application in areas outside of consumer marketing: http://www.nytimes.com/2007/07/10/business/media/09adnewsletter1.html
In 2007, Portuguese football club Sporting Portugal integrated a viral feature in their campaign for season seats. In their website, a video [16] required the user to input his name and phone number before playback started, which then featured the coach Paulo Bento and the players waiting at the locker room while he makes a phone call to the user telling him that they just can't start the season until the user buys his season ticket. Flawless video and phone call synchronization and the fact that it was a totally new experience for the user led to nearly 200,000 pageviews phone calls in less than 24 hours.
Avirginsplea.com claimed that a 25-year old virgin living in Toronto named Geoff needed five million hits on his website in 30 days in order for Jenn, one of his very hot platonic female friends, to help him lose his virginity.
On January 31, 2008 at 3 PM, radio station WMAX in Grand Rapids, Michigan dropped its Modern AC / Hot AC format and began stunting with the sounds of a ticking clock. A 12-second viral video posted on the station's website and on YouTube pointed to 02/04/08 @ 10:01 AM. In addition, liners that pointed to this date were also played, along with random songs from different radio formats. Sure enough, on February 2, 2008 at 10:01 AM, the ticking clock sounds came to an end, and a new format, Modern Rock Radio X 96.1 was launched.
In April 2008, strange videos began appearing on Canadian music video channel MuchMusic. The videos, made by a blogger known only as phreak615, interfered with the station's signal, especially during the station's original signal programming. The videos, all of which were under 10 seconds long, pointed to phreak615.com, the URL of the signal hacker's blog. According to his blog, phreak615 is a self-proclaimed pop culture activist who apparently works for MuchMusic. It is being used to promote the MuchMusic Video Awards. The videos and signal hacking may have been inspired by the Max Headroom pirating incident that occurred on Chicago's WTTW 11 in 1987, as phreak615 had posted a link to that video on his blog.
Pre-Internet: Early in its existence (perhaps between 1988 and 1992), the television show Mystery Science Theater 3000 had limited distribution. The producers encouraged viewers to makes copies of the show on video tape and give them to friends in order to expand viewership and increase demand for the fledgling Comedy Central network. During this period the closing credits included the words "Keep circulating the tapes!"
The marketing campaign for the 2008 film The Dark Knight combined both online and real-life elements to make it resemble an alternate reality game. Techniques included mass gatherings of Joker fans, scavenger hunts around the US and World, detailed and intricate websites that let fans actually participate in "voting" for political offices in Gotham City, and even a Gotham News Network that has links to other Gotham pages such as Gotham Rail, a Gotham travel agency, and political candidate's pages. The movie also markets heavily off of word of mouth from the thousands of Batman fans.
A form of MLM promotion was formed in early 2008 called Spider Web Marketing. It's free video series that showed user how to generate multiple streams of income
hidden image:
http://en.wikipedia.org/wiki/Image:Spectrogram_-_Nine_Inch_Nails_-_My_Violent_Heart.png
In an interview with Kerrang! magazine, Reznor hinted that the album was "part of a bigger picture of a number of things I'm working on."[3] In February 2007 fans discovered that a new Nine Inch Nails tour t-shirt contained highlighted letters that spelled out the words "I am trying to believe".[2] This phrase was registered as a website URL, and soon several related websites were also discovered in the IP range, all describing a dystopian vision of the fictional "year 0000".[2] It was later reported that 42 Entertainment had created these websites to promote Year Zero as part of an alternate reality game.[8]
The Year Zero story takes place in the United States in the year 2022; or "Year 0" according to the American government, being the year that America was reborn. The United States has suffered several major terrorist attacks, and in response the government has seized absolute control on the country and reverted to a Christian fundamentalist theocracy. The government maintains control of the populace through institutions such as the Bureau of Morality and the First Evangelical Church of Plano, as well as increased surveillance and the secret drugging of tap water with a mild sedative. In response to the increasing oppression of the government, several corporate, government, and subversive websites were transported back in time to the present by a group of scientists working clandestinely against the authoritarian government. The websites-from-the-future were sent to the year 2007 to warn the American people of the impending dystopian future and to prevent it from ever forming in the first place.[9]
The Year Zero game consisted of series of websites, phone numbers, e-mails, videos, MP3s, murals, and other media that expanded upon the fictional storyline of the album. Each new piece of media contained various hints and clues to discover the next, relying on fan participation to discover each new facet of the expanding game. Rolling Stone described the fan involvement in this promotion as the "marketing team's dream".[10] Reznor, however, argued that "marketing" was an inaccurate description of the game, and that it was "not some kind of gimmick to get you to buy a record – it IS the art form".[11]
Part of this promotional campaign involved USB drives that were left in concert venues for fans to find during Nine Inch Nails' 2007 European tour. During a concert in Lisbon, Portugal, a USB flash drive was found in a bathroom stall containing a high-quality MP3 of the track "My Violent Heart", a song from the then-unreleased album.[12] Another USB drive was found at a concert in Barcelona, Spain, containing the track "Me, I'm Not".[13] Messages found on the drives and tour clothing led to additional websites and images from the game, and the early release of several unheard songs from the album.[14] Following the discovery of the USB drives, the high-quality audio files quickly circulated the internet. Owners of websites hosting the files soon received cease and desist orders from the Recording Industry Association of America, despite Interscope having sactioned the viral campaign and the early release of the tracks.[11][15] Reznor told The Guardian:
The USB drive was simply a mechanism of leaking the music and data we wanted out there. The medium of the CD is outdated and irrelevant. It's really painfully obvious what people want – DRM-free music they can do what they want with. If the greedy record industry would embrace that concept I truly think people would pay for music and consume more of it.[14]
On February 22, 2007 a teaser trailer was released through the official Year Zero website. It featured a quick glimpse of a blue road sign that said "I AM TRYING TO BELIEVE", as well as a distorted glimpse of "The Presence" from the album cover. One frame in the teaser led fans to a URL containing the complete album cover.[
http://en.wikipedia.org/wiki/Image:Spectrogram_-_Nine_Inch_Nails_-_My_Violent_Heart.png
In an interview with Kerrang! magazine, Reznor hinted that the album was "part of a bigger picture of a number of things I'm working on."[3] In February 2007 fans discovered that a new Nine Inch Nails tour t-shirt contained highlighted letters that spelled out the words "I am trying to believe".[2] This phrase was registered as a website URL, and soon several related websites were also discovered in the IP range, all describing a dystopian vision of the fictional "year 0000".[2] It was later reported that 42 Entertainment had created these websites to promote Year Zero as part of an alternate reality game.[8]
The Year Zero story takes place in the United States in the year 2022; or "Year 0" according to the American government, being the year that America was reborn. The United States has suffered several major terrorist attacks, and in response the government has seized absolute control on the country and reverted to a Christian fundamentalist theocracy. The government maintains control of the populace through institutions such as the Bureau of Morality and the First Evangelical Church of Plano, as well as increased surveillance and the secret drugging of tap water with a mild sedative. In response to the increasing oppression of the government, several corporate, government, and subversive websites were transported back in time to the present by a group of scientists working clandestinely against the authoritarian government. The websites-from-the-future were sent to the year 2007 to warn the American people of the impending dystopian future and to prevent it from ever forming in the first place.[9]
The Year Zero game consisted of series of websites, phone numbers, e-mails, videos, MP3s, murals, and other media that expanded upon the fictional storyline of the album. Each new piece of media contained various hints and clues to discover the next, relying on fan participation to discover each new facet of the expanding game. Rolling Stone described the fan involvement in this promotion as the "marketing team's dream".[10] Reznor, however, argued that "marketing" was an inaccurate description of the game, and that it was "not some kind of gimmick to get you to buy a record – it IS the art form".[11]
Part of this promotional campaign involved USB drives that were left in concert venues for fans to find during Nine Inch Nails' 2007 European tour. During a concert in Lisbon, Portugal, a USB flash drive was found in a bathroom stall containing a high-quality MP3 of the track "My Violent Heart", a song from the then-unreleased album.[12] Another USB drive was found at a concert in Barcelona, Spain, containing the track "Me, I'm Not".[13] Messages found on the drives and tour clothing led to additional websites and images from the game, and the early release of several unheard songs from the album.[14] Following the discovery of the USB drives, the high-quality audio files quickly circulated the internet. Owners of websites hosting the files soon received cease and desist orders from the Recording Industry Association of America, despite Interscope having sactioned the viral campaign and the early release of the tracks.[11][15] Reznor told The Guardian:
The USB drive was simply a mechanism of leaking the music and data we wanted out there. The medium of the CD is outdated and irrelevant. It's really painfully obvious what people want – DRM-free music they can do what they want with. If the greedy record industry would embrace that concept I truly think people would pay for music and consume more of it.[14]
On February 22, 2007 a teaser trailer was released through the official Year Zero website. It featured a quick glimpse of a blue road sign that said "I AM TRYING TO BELIEVE", as well as a distorted glimpse of "The Presence" from the album cover. One frame in the teaser led fans to a URL containing the complete album cover.[
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