My Second Test for IMC

Act I. The Campaign

In attempting to market District 9 to American audiences, Sony Pictures had a difficult task. There were no big stars in the film, save for the producer-attachment of Lord of the Rings trilogy director Peter Jackson. Though the Sci-Fi element and the aliens that come with the genre intrigue people, the extraterrestrials in the film were grotesque-looking, labeled as “prawns” throughout the movie. District 9 was not based on a series of novels by a Philip Dick or a H.G. Wells; nor was the film shot and released in 3-D, an element of today’s movie market that contributed to a 10% year-over-year increase in domestic box office receipts, according to the MPAA. So, why did the movie end up grossing, according to Box Office Mojo, $115.6 million domestically? Sure the Oscar®-nominated product itself was a great film, but there had to be some strong marketing that generated buzz for its August 14, 2009 opening weekend. Let me take you through Sony’s campaign.

What The M************ F*** Is 230???

Most believe that it has something to do with GM's Chevy's Volt, which has been on a roller coaster ride of costs and market prices. The tagline under the 230 wherein the zero is a single smiley-faced electrical outlet (hence the Volt) reads 8-11. Now, you don't have to do viral stuff on the Internet or on the streets, but there are many examples of big budget virals looking really damn lame. It's either because they are trying too hard to be viral that they ignore the basics or they just seem like big fat fascist conglomerates. This clip was posted by Youtube user 'whatis230', utilizing an already inauthentic tactic.



I'll update this piece in a post next week. It would actually be kind of uplifting if GM could find a way to get back on its feet. But couldn't it be unlike the Chevy Volt and not need to be plugged in so much?



Update on August 11: Didn't feel like it deserved a new post. The number stands for an EPA-estimated 230 miles per gallon. Which was what everyone was predicting. Still it's quite a figure despite the fact that the new Nissan electric will pull "367 m.p.g., using the same E.P.A. standards"; they're obviously trying to get the buzz started early. Maybe they could start a contest wherein participants who eagerly await the Volt log their mileage troubles in their current busted ass vehicle, perhaps a Toyota.