The communication revolution in the age of viral marketing network

In the "Avatar" brought to the shadow Frenzy, September 1, the domestic film market ushered in another import film "Inception space." The film released after the domestic audience hot and discussion, by virtue of word-of-mouth transmission effect, the propaganda offensive film in the first week to get nearly billion in the box office. and domestic mainly rely on media coverage and Word-of-mouth transmission is different, in the North American "inception" in addition to the regular publicity mode, Nolan marketing team using viral marketing methods to make people more impressive.　　In fact, as early as 2008, "The Dark Knight", Nolan has launched a viral marketing revolution. The so-called "viral marketing", is through the user's Word-of-mouth propaganda network to let information like viruses spread and spread, strictly speaking is artificially manufactured and promote word-of-mouth spread. Many people believe that the film's "viral marketing" originated in the 1999 "Witch Blair", rooted in the network era of interpersonal communication mode of change. These years with J.　　A growing number of filmmakers are starting to promote their work in the "the" file of the Colo. Move three steps 1 release mystery Virus website 2009, Warner opened "Inception" official website, home only a spinning top--gyro and the plot has any connection, the film party does not announce. At the 2010 San Francisco WonderCon Anime show, some viewers got a T-shirt: The front pattern of T-shirts was a strange machine, with a QR two-dimensional code on the back.　　At the same time, some journalists and film practitioners have received mysterious gifts: a gyroscope and a U disk. In fact, T-shirts are printed on the front of the core props-can allow users to share dreams with others "dream Machine", and the back of the two-dimensional code is a URL. The site mainly shows the "Dream Machine," The use of the manual, it is "Inception" the first virus site. And the reporter got the U disk in the preview film trailer, the QR two-dimensional code on the box points to another website, "consciousness Crime", the site is divided into four promotional stages, each stage will have new content to provide, posters, trailers and so on, but to see these content, users to complete the maze game and other small tasks.　　The top is a piece of another prop, the actor Cobb is relying on the top to distinguish whether they are in the dream or in reality. 2 Universal Dream Science Virus website released, the film's marketing staff from the film's Core creative "dream Machine Technology", "consciousness crime" and so on several points to start, from the dream Science this point began to popularize knowledge. The propaganda staff filmed a section of Nolan's interview with Dream scientists, exploring the science of dreams and the principles of conscious crime. The film allows netizens to describe the film in the Dream of the science of the future interest, began to think about this technology in the future can be achieved, the media also took the opportunity to do some popular science propaganda.　　Wired magazine has published a book titled "Dream Sharing: A handbook of tactical hiring Procedures," a "top secret" document that gives a detailed description and analysis of dreams. 3 Let CampSales to the street too much in the dream science, so that some of the netizens have a sense of fatigue. A few weeks before the film's release, marketers hung giant posters on two New York street buildings, and two of posters modeled a picture of the inverted architecture in the movie. One is that the façade of the building is curled, exposing the inside floor, and the other is a flood of water sloping from the top window of the building. Two posters highlight the visual features of the movie, plus the late-term "the Dream is real" (The Dream is true), allowing the film to attract viewers who like to see the effects of the movie, weakening the film's likely "hard to read" expectations.　　Last year's viral marketing, let "Inception" one months before the release of Spike television "most expect the film" award, the film finally in North America to obtain 270 million U.S. dollars, but also proof of the efficacy of viral marketing.　　Six kinds of conventional techniques from Hollywood movies These years of viral marketing examples, can be summed up a number of viral marketing simple methods, it is worth the domestic film marketing staff to learn from. 1. Virus website Release virus website is the simplest and most practical means of viral marketing, "Dark Knight" is in this way, its virus website maintains high frequency update, and has a variety of new puzzles to publish constantly. The movie "Clown" also left a letter in the website, the letter tells the fan, has 49 letters distributes in the different city, these letters can spell a sentence, this sentence is the movie mystery important clue.　　Netizens from all over the world, through cooperation, finally found the letters, solve the puzzle. 2. Viral video with the popularity of video-sharing sites, the film before the release of a variety of viral video. "Toy Story 3" before the release, Pixar production of the Pink Bear's nostalgic ads, the film in various countries in the 70 's television show this toy ads, in fact, the toy is created for the film.　　There are also a lot of such viral videos in the country, but most appear in commercial advertising. 3. Trailer Play pattern "Cloverfield file" in the "Transformers" released when the trailer is quite mysterious, the screen suddenly appeared in the crowd and the invasion of the monster, color gray, mysterious atmosphere, the title is not published, only "January 18, 2008" words. Confused people with a strong curiosity, constantly prying into what this film is.　　and "Black Alley" is the virtual small Downey and Tobey starring gay films, the film also claimed to be "Beijing Film Festival crying Monkey coveted prize", let fans see laugh unceasingly. 4. The "Ghost video", which costs only 15,000 dollars, is used in this way. It took only a week to complete, and then some small screenings were arranged, let the people who watched the film express their feelings on websites such as Facebook and Twitter: "This is the scariest movie I've ever seen," and "You can't find anything more scary", slowly creating a climate of horror. And this way is the domestic film virus marketing the mostCommonly used, such as "Wei" "Ye asked 2" have taken the form of micro-blog crazy reproduced, after more films for reference. 5. Fictional news in 1999, the production team of The Blair Witch published fictional news online based on the content of the film, allowing viewers to learn about the film while entertaining. To their surprise, they invented the "Blair Witch" news to create a peculiar strange atmosphere, although knowing that the story is not true, but the young people still show great curiosity about the life of the witch, and let it quickly become a hot topic.　　The final 60,000 dollar cost of small pieces in the world to create a 250 million dollar box-office miracle, and hailed as the originator of viral marketing. 6. Real-World interactive viral marketing is rooted in the web, but it also carries out real interaction, and the ninth district posts posters on the real street, warning that somewhere nearby is an alien haunt and a place to live.　　There are few people who believe in it, and the person who knows the movie is very much.　　The four characteristics of link virus marketing cheap publicity costs no money, can also let the small cost of film crazy collection Billion.　　Quick movie hype turned into gossip, and overnight everyone could chatter about it. The disadvantage of the huge television campaign is that a considerable number of young people do not watch TV at all.　　Viral marketing is to inject the same kind of "virus" element into the Netizen's brain through the Internet.　　Voluntary virus marketing mystery and novelty, so that netizens do not consciously become advocates, through micro-BO, SNS website reprint let the people who get information to increase a lot. Author of this edition/Yang Lin