Paranormal Activity – Online marketing campaignBy Tim Loe

‘Flash Drive’ method This marketing campaign is effective, since it creates enigma and anticipation. The videos are ominous, giving away minimal amounts of information about the plot.This method is personal, and makes the audience feel obliged to watch it, and if they do not feel this, then the enigma created from the hard drive will re-enforce the anticipation.

Analysis

This viral marketing technique is very effective. Paramount have analysed their target market, to find that a fair amount of their audience are digital natives. Therefore these clips sent through the post have appeared a number of times of YouTube, receiving a substantial amount of views, and therefore building anticipation and securing audiences to see the film.