Media Choice - MMHK AUG_ Viral marketing targets movie fans

Over the years independent films have increasingly caught the attention of mainstream Hollywood, although most people are still attached to big-budget blockbuster-type productions. The growing success of independent films can be attributed in part to smart viral marketing, a cost-effective tool that creates substantial hype and that provides a lively platform for people to share their views. Viral marketing campaigns are not at all new. Everyone of a certain demographic would remember the The Blair Witch Project's innovative and unabashed use of the internet to generate a massive, sinister "buzz" long before the public even knew they were reading about a movie. The hugely popular Facebook has emerged as a simple but potent tool to reach a specific group of people. I was recently reached by the IndPanda International Film Festival 2008 via Facebook. The event organizer created a group on Facebook and posted trailers on the site. Facebook's invitation function ensures friends get more friends into the group and the festival in turn gets its message across. In addition to Facebook, the event organiser placed banner ads on the Broadway Cinema website and promotional posters in theatres throughout Hong Kong. I don't know its media budget, but I'm certain it's not high.

David Chau, senior account director, Madison Communications