IanSchafer.com

Infecting an Audience Through Ads

There's a nice look at Hollywood's use of vagueness and involvement in "viral" teaser campaigns in this article from Columbia University's Daily Spectator, featuring some input by me, which is nice.

Excerpt:

While comic timing and plastic-looking teenage boys might ultimately rock the box office, few things generate more discussion than a strategically uncommunicative ad. Forget the old-fashioned concept of the teaser trailer—the new advertising strategies are revealing even less and bringing the buzz into the streets and into your homes.

These viral marketing campaigns rely on intrigued viewers to spread news of the film via word of mouth and, increasingly, through the Internet. Because these campaigns often utilize free, user-friendly Web sites like YouTube and MySpace, it’s an easy mistake to assume that they are low-budget or unprofessional. However, these campaigns are the result of careful planning and research, created to best capitalize on our instincts to share and discuss that which interests us.

Weighing in on 1-18-08 in New York Magazine

I've been called a lot of things in my life. "Professional Viral Marketer" is not nearly the worst. But I also just got called "herring slinger" -- which may very well be the best thing I've ever been called. Heck, I may even put it on my business card.

Anyway, New York Magazine recently interviewed me for thoughts on the campaign for J.J. Abrams' 1-18-08/Cloverfield/Title TBD.

With only six short months to go until the premiere of J.J. Abrams's secret monster movie (a.k.a. Cloverfield, a.k.a. Monstrous, a.k.a. 1-18-08), nerds on the Internet think they've finally solved the mystery of its plot (see above). Apparently it may have something to do with a fake Japanese beverage called Slusho, which is evidently made of people.

But Ian Schafer, CEO of Deep Focus, who markets movies like this for a living, isn't convinced: "In my opinion, this Slusho thing is not that integral to the plot. People are throwing red herrings out there." A professional herring slinger himself, Schafer weighed in on some of the more popular Cloverfield theories making the rounds.

Full story here.

I can't wait to find out whether I'm right, wrong, or somewhere in between. Either way, I'm captivated by mystery surrounding this film.

Cloverfield Project Update: Part 2

FYI, here's an email I got after clicking on a glowing pixel on the Cloverfield website. I'll leave the rest up to you to figure out...

If you're receiving this auto-response message it means that I've gone into hiding. You should be careful now, too. They're likely to start coming after all of us in an attempt to keep the balance of power in their favor. But remember, as our numbers increase as a group, the weaker they'll become.

As you recruit new people to our cause, you might need to share this message as guidance for how to navigate the 5 locks to the key code...

1) The first lock will test your memory. Follow the trail of light and sound, but be careful -- one wrong move will send you back to the beginning.

2) For the second lock, you may need to look to the stars. They will help you find HAAS who will lead your way.

3) The third lock will require you to extinguish all lights but one. Only with one light remaining will you be able to proceed.

4) The fourth lock will let you move all 4 pieces through the control of one. However, unless the three key pieces are simultaneously placed into position, you will not be granted access.

5) The fifth lock will be the toughest. Seek help again from the stars to reveal your key and the message that you must decode. The two working together will open the way.

Good luck.

Van

Cloverfield Project Update

So someone just posted a link in the comments section of my previous post.

Here it is: http://ethanhaaswasright.com/.

Now things are starting to happen :)

J.J. Abrams ’ “ Cloverfield ” Project. Pay Attention.

Chris Thilk over at MovieMarketingMadness, and just about everyone else for that matter is abuzz about J.J. Abrams' (LOST) trailer for his upcoming new film, due on 1/18/08.

What's most fascinating, as Chris points out, is that no one knows what this film is.

With everything and everyone on the internet, no one knows what this movie is about? The trailer keeps getting removed from YouTube, too.

Fascinating. This is a study in keeping a secret. And so far, Paramount is winning.

I've seen the trailer. And it's freaking me out, man.