District 9 'For Humans Only' Viral Campaign
1. What is your chosen campaign trying to achieve and how does it go about it?
District 9 used viral marketing because it was trying to reach a wide range of audience demographics. It was all down to Sony, who had the idea of using this extensive marketing campaign. In fact, the audience were not made aware from the campaign that it was based on a movie until a year after. During this yearlong campaign banners, posters and stickers were distributed across public places in large cities. The majority of buses in New York were covered in messages, as well as bus shelters, benches, billboards and even restrooms, which gave no indication that this was a campaign for a new, upcoming movie. The enigmatic signs posted around New York, would repeat "For Humans Only'. The reason behind why the marketing designers distributed them around New York, is because then people would see them and because they were not aware of the message behind it, they would spread the word to others, such as posting on social networking sites and YouTube.
As well as that, the posters were also set up on a series of viral sites, as well as in the compounds of the City, so it entered cyberspace as well, reaching a global audience. Furthermore, the reason behind distributing the material on billboards and bus stops, was because they appear in the actual film, so the marketing team constructed this with the movies theme in mind, which is one of the reasons as to why the campaign was really very successful.
Finally, as well as the marketing campaign distributing posters and stickers in public places, they also opted for a website called D-9.com, which was printed on all of the posters around the city, so the public could search online. However, even the website didn't suggest that all of this marketing was about a new sci-fi movie, as a company called 'Multi-National United' were present on the website, allowing you either enter the human side or non-human side.
As well as that, the posters were also set up on a series of viral sites, as well as in the compounds of the City, so it entered cyberspace as well, reaching a global audience. Furthermore, the reason behind distributing the material on billboards and bus stops, was because they appear in the actual film, so the marketing team constructed this with the movies theme in mind, which is one of the reasons as to why the campaign was really very successful.
Finally, as well as the marketing campaign distributing posters and stickers in public places, they also opted for a website called D-9.com, which was printed on all of the posters around the city, so the public could search online. However, even the website didn't suggest that all of this marketing was about a new sci-fi movie, as a company called 'Multi-National United' were present on the website, allowing you either enter the human side or non-human side.
2. In what way was it viral?
The marketing campaign for District 9 is truly one of its kind. The depths to which the designer team went to to promote this film took a a lot of time and effort, but at the end of the day was something unique and effective because it did get people talking and is even remembered three years on. The viral campaign was very comprehensive, in that it used both the internet and public places. Therefore, the reason as to why this is viral is because it reached a wide audience, both in New York and globally, via the internet. Those in New York would see the public displays whilst doing day-to-day things, like catching a bus. Now, with the development of the internet, those with smartphones would take photos of the posters and upload them to their social networking sites, such as sharing it via Facebook, or talk about it through other platforms, such as YouTube, or even discuss it on their blog.
Also, because the posters didn't give too much away, people who took notice of it, would spread the word more, to find answers. The posters only gave away a phone number and web address, but even the domain didn't give the title of the movie away, as it simply states 'D-9'. In fact, it all looked very realistic because when someone called the number, they would be directed to Multi-National United, which is the organisation who appear in the film. Overall, the campaign for District 9 was very effective because its design was intriguing and spread globally.
Also, because the posters didn't give too much away, people who took notice of it, would spread the word more, to find answers. The posters only gave away a phone number and web address, but even the domain didn't give the title of the movie away, as it simply states 'D-9'. In fact, it all looked very realistic because when someone called the number, they would be directed to Multi-National United, which is the organisation who appear in the film. Overall, the campaign for District 9 was very effective because its design was intriguing and spread globally.
3. How were the elements of the campaign distributed?
The advertisements for District 9 were released in public places first of all, in cities such as New York and London. The ads were very basic, only displaying the iconic image for the film, which appears as if it is some 'extra-terrestrial', along with the films catchphrase 'For Humans Only'. The design of the ads are very cleverly done and leaves those who are not aware of the movie, thinking. Within the cities these ads were distributed on billboards, bus shelters, benches and even restrooms. Stickers were also created, with the District 9 logo, and were stuck all around London's public places.
As well as that, the designers behind the marketing campaign also created various websites. These were D-9.com, multinationalunited.com, mnuspreadslies.com and mathsfromouterspace.com. As you can see, the campaign covers a large extent of the internet, as it was also distributed on Facebook, Twitter and YouTube.
Overall, the marketing for this film raises public awareness and also because everything has been designed with the theme/plot in mind, actually helps the audience figure out the meaning of the film as well, as the posters are seen in the film and there is an actual corporation in the film called Multi National United.
As well as that, the designers behind the marketing campaign also created various websites. These were D-9.com, multinationalunited.com, mnuspreadslies.com and mathsfromouterspace.com. As you can see, the campaign covers a large extent of the internet, as it was also distributed on Facebook, Twitter and YouTube.
Overall, the marketing for this film raises public awareness and also because everything has been designed with the theme/plot in mind, actually helps the audience figure out the meaning of the film as well, as the posters are seen in the film and there is an actual corporation in the film called Multi National United.