Received: by alpheratz.cpm.aca.mmu.ac.uk id QAA20107 (8.6.9/5.3[ref pg@gmsl.co.uk] for cpm.aca.mmu.ac.uk from fmb-majordomo@mmu.ac.uk); Tue, 16 May 2000 16:44:46 +0100 Message-ID: <2D1C159B783DD211808A006008062D31CEB19D@inchna.stir.ac.uk> From: Vincent Campbell <v.p.campbell@stir.ac.uk> To: "'memetics@mmu.ac.uk'" <memetics@mmu.ac.uk> Subject: RE: Advertising studies Date: Tue, 16 May 2000 14:58:03 +0100 X-Mailer: Internet Mail Service (5.5.2650.21) Content-Type: text/plain Sender: fmb-majordomo@mmu.ac.uk Precedence: bulk Reply-To: memetics@mmu.ac.uk
I think such new avenues of marketing will become important, if not as a
major strategy for films (althought the Blair Witch people seem to be doing
the same again with their 'Heart of Love' sites) then certainly in relation
to MP3 and the music industry.
One problem I forsee with this study would be isolating the impact of the
lengthy web trailing, from the subsequent traditional media coverage that
saw the film plastered all over the TV, magazines, newspapers etc., and in
relation to traditional word of mouth, how these factors may have combined
to produce the records the film broke.
I'd be interested in any findings though.
Vincent
> ----------
> From: Mark J.
> Reply To: memetics@mmu.ac.uk
> Sent: Monday, May 15, 2000 9:25 pm
> To: memetics@mmu.ac.uk
> Subject: Re: Advertising studies
>
> My Post below prev. excerpts****
>
> >Chuck wrote:
> >
> ><<there is a lot of flim flam in advertising precisely
> >because no one could do the kind of research necessary to prove cause and
> >effect
> >- it would be too expensive.>>
> >
>
> >The Internet is changing all that with cookies and click-throughs.
> >
> >Richard Brodie richard@brodietech.com
>
> I am working on a study of "The Blair Witch Project" and the use of "viral
>
> marketing" and "street marketing" that has been a major part of the rap
> scene for years but was first really used big on Blair Witch. The long
> and
> short of what I am working on is a study of the the methods used to
> circulate interest in Blair Witch and how rumor-spreading was used to hype
>
> the film in a manner that was far more successful than any traditional
> media
> campaign could have hoped to have been with a B/W film. The internet
> played
> a central role in the selling of the film. Fan sites and even faked fan
> sites were used to give people just enough information to get the rumors
> started. Simply put they leveraged the power of memes and meme type
> thinking to make the worlds highest ROI movie. I will also look into
> whether "viral marketing" is a one hit wonder that will die out or will
> become an effective media technique in its own right. I would tend to
> think
> that Blair Witch will "immunize" people heavily against future infection,
> but not totally I would immagine... at any rate I would be interested in
> any
> feedback people might have on "viral marketing" or memes in advertising
> techniques...
>
> Mark
> University of Michigan-Flint
> Philosophy/Psychology/Political Science
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This was distributed via the memetics list associated with the
Journal of Memetics - Evolutionary Models of Information Transmission
For information about the journal and the list (e.g. unsubscribing)
see: http://www.cpm.mmu.ac.uk/jom-emit
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