Promoting 'Paranormal Activity'
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG235
Case Length : 19 Pages
Period : 2008-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Paramount Pictures Corporation
Industry : Media and Entertainment
Countries : US
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Achieving Abnormal Success Contd...
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The phenomenal success of the film was widely attributed to the buzz created by free midnight screenings in college towns and word-of-mouth marketing7 (WOM) through social media and other channels.
In September 2009, Paramount Pictures started screening the film in college towns in a bid to attract audiences to watch the film.
Soon after, students who had watched the film showered the Internet with positive reviews about it on blogs
and social networking sites. This generated a lot of buzz and audiences eagerly
awaited the release of the film.
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The buzz created by WOM prompted Paramount Pictures to start a
'Demand It' campaign on the movie's website, 'www.paranormalmovie.com'.
The site included a 'Demand It' tab that required the user to click and demand the release of the film in their city. The studio announced that once the site hit a million votes, it would release Paranormal Activity in the city from where the maximum votes demanding the release of the film were received.
Commenting on the 'Demand It' campaign, Jordan Glazier (Glazier), chief executive, Eventful, Inc.8
(Eventful), said, "It totally transforms the brand into a benefactor. You now
have a self-identified list of participants who are passionate about
entertainment, and the event brand has even more value to them."9...
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