Northman Viral Marketing Campaign Seemingly Random

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You know we don’t get much these days? Successful viral marketing campaigns. Long gone are the days when Bradley Cooper enchant some new drug in a video that turned out to be a promotion for his next film. Remember i love bees campaign behind Halo 2? Great Moon Panic of 2007? People are too wise now to fall for these tricks. Perhaps it’s for the best. Once everyone understood, they stopped being funny. However, this week the marketers Robert EggersNew Viking movie gets viral slam dunk. The problem is, they may not have tried.

It started a few days ago when people started tweet Photo posters for the film, located at the New York subway stations. The posters looked just like the rest of the movie, except for one glaring omission: the title. None of them said what they were for Northerner (although Eggers’ involvement was mentioned at least three times). Anyone who isn’t astute enough to recognize Ethan Hawke, Nicole Kidman, Alexander Skarsgård and Anya Taylor-Joy in all their Viking attire would probably not know what the movie was, or even that it was an advertisement for the movie at all.

The internet, doing what it does, immediately began interfering with alternative versions of what the posters might be promoting: Finding Nemo 3, Tarzan, en movie ABBA. To be honest, it was the most I’ve ever heard of. Northerner in weeks. It was written in Independent and in the Vulture who asked a number of passengers what they think the film might be about, based on an untitled advertisement. Best Answer: Like Water world 2 or something. Post-apocalyptic, but tribal, so it has a Neanderthal and Viking vibe. But maybe it’s not. Maybe it’s like Atlantis or something. There is definitely a war and some colonial goals.” (Actually it’s Eggers take Hamlet.)

Intentionally or not (a spokesman for Focus Features, the film studio, did not respond to an email asking for comment), the posters caused some hype. It may not matter much, but now people are talking about the movie for other reasons than “Oh, this is a new movie from the guy who made Witch and the one where robert pattinson got blackout drunk on turpentine” or “This is the dude from Real blood? And for a film that is still something of a niche product, no matter how big the names involved are, that level of awareness can only help.

It also serves as a reminder that marketing can be fun. Over the past 5-10 years, we have become accustomed to targeted advertising on Instagram, Google and other platforms. Everything seems too elaborate and, frankly, creepy. Cool-hunting used to be an analog process. You had to go to a bookstore, a music store, or a movie theater to check out something new. In its heyday, viral marketing captured this with secret websites and USB sticks left in bathrooms. But once the jig was ready, people lost interest. Now services like Spotify and Netflix can tell people what they might like with reasonable accuracy. There is much less intuition. Seeing an untitled movie poster that the internet turned into a brief meme brought back a bit of that providence. If it was an accident, it was a happy one.

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