During the blair witch campaign, the filmmakers and main marketing agents for the movie were accomplished film students. They had thought it all through, to make a hoax so palpable that the whole world would believe it. The internet is now an essential part of all marketing strategies in the movie industry but it was the 1999 phenomenon that was the blair witch project that is credited with being the first movie. Author john shors second from right with a group of readers in front of a bangkok temple.
After the filmmakers had finished filming, they started an internet campaign to spread rumours about the blair witch legend. One of the most famous examples is the blair witch project, a film that was promoted using guerrilla marketing efforts. Levinson, the authority on bigbusiness marketing on a smallbusiness budget, takes this concept one step further by. Guerrilla marketing principles by contrasting from the various definitions of guerrilla marketing which only identifies the main elements of guerrilla communications like unexpected, drastic or cheap, the author of this research adopts definition of guerrilla marketing of alexander reidl, former marketing director of volvo cars middle east. With viewers and even some of the films actors believing that some of the events in the movie were real, the film continues to spark theories and controversies since its debut in 1999. Aug 25, 2016 second, you want the guerrilla marketing strategies that you select to be sticky. Top jay conrad levinson quotes from guerrilla marketing. The blair witch site was very simple and capitalized off the lowbudget and homemade concept. Viral marketing is a customerfocused approach, so the first step is to identify the target demographic for a product and what they value the most in products, requiring marketers to research and analyze demographic data. Guerrilla marketing gets the message across to the consumer, and viral marketing encourage people to pass on the message. University of lahore islamabad campus pakistan abstracts purpose. Gold toe underwear in order to promote their new underwear line, gold toe made an enormous pair of briefs and placed them on the new york citys bestknown landmark the wall stre. Guerrilla marketinginnovative or parasitic marketing.
All forms of marketing and calls to actions drove audiences to the site. Usa today reported that the blair witch project was the first film to go viral despite. How to plan an effective guerrilla marketing campaign smart. Impact of guerrilla marketing on consumer perception. We studied the movie due to its use of handheld cameras, and because it was a very low budget but successful piece of work. The blair witch project is a 1999 american supernatural horror film written, directed and edited by daniel myrick and eduardo sanchez. An investigaton into the relevance of guerrilla marketing to small and mediumsized enterprises msc international marketing strategy benjamin bach bachelor thesis business economics offline marketing and online marketing publish your bachelors or. Guerrilla marketing is an advertisement strategy in which a company uses surprise andor unconventional interactions in order to promote a product or service. Easy and inexpensive strategies for making big profits from your small business jay conrad levinson, jeannie levinson, amy levinson on. Both ways are applicable to guerrilla marketing in 30 days and beyond.
Hell donahues mother would even receive sympathy cards. Guerrilla marketing can be implemented with diverse tools. While guerrilla marketing activities can be seen more and more in the marketing practice, the phenomenon is either discussed very controversially in the marketing science or even neglected completely in the scientific marketing literature. They buried their actors and asked them not to show up until their lie came out first out in the open. The term guerrilla marketing was created by jay conrad levinson author of a series of books on the subject. Its about satisfying your readers, so you can build up a massive fanbase thats hungry for your next release. The paper gives an overview of guerrilla marketing. This was 1999, so website surfing was still fairly new to many consumers. Hollywood scrambling to figure out if guerrilla marketing on the web is a blessing or a curse. This book will guide marketers into the world of po.
Guerrilla social media marketing entrepreneur books. One of the best guerrilla marketing examples is the blair witch project. The blair witch project is a 1999 american supernatural horror film written, directed and edited. July 9th a blair witch comic book was released and on july 12th a tv special coproduced by. Pure and simple, if people dont know about you, your products, or your services, they cant buy from you. That is, they should be something that causes people to keep thinking of what they saw and spreading the story. Online guerilla marketing techniques liberty tax franchise.
Pdf viral marketing campaigns for horror movies from the blair. Before paranormal activity even made its way to the drawing board, the blair witch project was under everyones radar as one of the most outstanding horror films of all time. The blair witch project used a lowbudget internet campaign to create buzz for the movie. This is about a film the blair witch project created by 5 students fresh from film school. Apr 19, 2010 a guerrilla marketing campaign can be tailored to almost any small business. Generally the intended result of a guerrilla marketing campaign is for it to go viral.
Guerrilla music marketing handbook by bob baker compliments of marc gunn and this is a free demo version of the guerrilla music marketing handbook that contains the table of contents, introduction, chapter 3 and a bonus special report. Guerrilla marketing has 19 entries in the series overdrive rakuten overdrive borrow ebooks, audiobooks, and videos from thousands of public libraries worldwide. The blair witch project before seeing this movie, i already got creeped out in woods at night. The challenge of following up the most effective marketing campaign ever inside the blair witch marketing campaign, and the difficulty of following a landmark in the history of movies. Thereby, until now no uniform categorization of these instruments has prevailed. The film was made on a limited budget of 50 thousand dollars, but it exceeded expectation by crossing close to dollar 250 million worldwide. The clever students set up a website to help them spread the blair witch legends newsand people literally. Guerrilla advertisement and marketing sciencedirect. Easy and inexpensive strategies for making big profits from your smallbusiness pdf, epub. A guerrilla marketing campaign can be tailored to almost any small business. How to pull off a guerrilla marketing campaign small. If youve been following this website for a while, youve seen our two articles on guerrilla marketing tactics you should be using. The lowbudget movie was built up with an unprecedented viral campaign that focused mainly on spreading the myth of the blair witch as if it were a real local legend. The idea is to make as large of an impact as possible without spending tremendous amounts of money.
Oooh, so about 56 years ago i had to study the blair witch project movie as part of my a level media studies course, and i became absolutely hooked for a short time. Guerilla marketing is one of the growing marketing techniques which are used in advertising industry. Two famous examples of guerrilla marketing done right. It is with this bias that i started reading guerrilla marketing for jobhunters, and in very little time, jay levinson and david perry had put my frustrations with how to books to rest.
This post is going to revisit guerrilla marketing campaigns that fall into all three of those camps. A further outstanding example of a viral marketing. Pdf guerrilla marketinginnovative or parasitic marketing. What do the blair witch project, old spice and halfway, oregon have in common. The low budget horror film, the blair witch project, was one of the biggest success stories in film history based on the ratio of production cost to revenue. Goodwill and customer benefit guerrilla marketing campaign should always include.
It tells the fictional story of three student filmmakersheather donahue, michael c. Guerrilla marketingseries overdrive rakuten overdrive. The buzz around the film was unlike anything the world had ever seen. Reconnecting with such authors as seth godin from guerrilla marketing handbook, the father of guerrilla marketing, jay conrad levinson, and coauthor jeannie levinson, present fans and new guerrillas with the first book to deliver the best of guerrilla marketinga combination of the latest secrets, strategies, tactics, and tools from more than 25 top selling guerrilla marketing books. The success of the blair witch project is one of the most notable marketing campaigns in history. Williams, and joshua leonardwho hike in the black hills near burkittsville, maryland in 1994 to film a documentary about a local legend known as the blair witch. He has authored more than 20 books that have been translated into more than 40 languages.
The blair witch project a stanford graduate school of. Easy and inexpensive strategies for making big profits from your smallbusiness pdf, epub, docx and torrent then this site is not for you. Jay conrad levinson is the godfather of guerrilla marketing. How to plan an effective guerrilla marketing campaign 3 tips to ensure the success of your guerrilla marketing efforts guerrilla marking can be. Guerrilla marketing, as coined by marketer jay conrad levinson in his book of the same name, is a. Director eli roth has cited the film as a marketing influence to promote his 2002. The blair witch project is the story of three student filmmakers, heather donahue, joshua leonard and. Nov, 2007 guerrilla marketers use lowbudget tactics to get attention. Impact of guerrilla marketing on consumer perception by mohsin shakeel, muhammad mazhar khan.
Sep 12, 2016 there is no denying the effect the blair witch project had on film making and viral marketing. In order to understand the principles of guerrilla marketing communication very well, first it is necessary to identify the difference between traditional marketing and guerrilla marketing communication. Jul 08, 2011 reconnecting with such authors as seth godin from guerrilla marketing handbook, the father of guerrilla marketing, jay conrad levinson, and coauthor jeannie levinson, present fans and new guerrillas with the first book to deliver the best of guerrilla marketinga combination of the latest secrets, strategies, tactics, and tools from more than 25 top selling guerrilla marketing books. An investigaton into the relevance of guerrilla marketing to. Levinson, the authority on bigbusiness marketing on a smallbusiness budget, takes this concept one step further by offering scores of marketing ideas that are completely free. Guerrilla marketing for free by jay conrad levinson. Another significant aspect of guerrilla marketing is that it delivers its message in the most effective manner possible. Stealth marketing is also a most popular technique use in the guerilla marketing. Guerrilla marketing innovative or parasitic marketing. An investigaton into the relevance of guerrilla marketing to small and mediumsized enterprises msc international marketing strategy benjamin bach bachelor thesis business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay. Today, guerrilla marketing is most powerful brand in the history of marketing, listed among the 100 best business books ever written, and is a popular website at.
The flops, the total flops, and the rare successes. Jun 20, 2017 this feature is not available right now. In case you missed it first time around, heres a quick rundown of the movie. The film can only be qualified as an achievement thanks to marketing, since it fails to create the.
The blair witch project is a 1999 american psychological horror film that was produced by five graduates of the university of central florida film program with a minimal budget and a camera. The internet, which already has more than one billion users, is key area of implementation. If youre looking for a free download links of guerrilla marketing, 4th edition. Pdf on mar 1, 2017, lioba frings and others published viral marketing campaigns for horror movies from the blair witch project 1999. Theyre home to some of the cleverest guerilla marketing campaigns ever known. Viral guerrilla marketing and viral marketing go hand in hand.
Arguably the most effective viral guerrilla marketing campaign to date was for the movie the blair witch project. This book became a pioneer towards further research on guerrilla marketing. Page 27 of 31 case study the blair witch project the blair witch project is the. The guru of the guerrilla marketing series, with over a million copies in print, teaches entrepreneurs how to market aggressively without spending one cent. There is no denying the effect the blair witch project had on film making and viral marketing. Second, you want the guerrilla marketing strategies that you select to be sticky. Here are some of my favourite examples of guerrilla marketing.
Both ways are applicable to guerrilla marketing in. The guerrilla marketing handbook by jay conrad levinson. Guerrilla marketing in 30 days, 3rd edition entrepreneur books. The blair witch projects true genius happened offscreen. The blair witch projects marketing was beyond that. Guerrilla marketing can select from 100 methods, 62 of which do not require funding, and this is its primary advantage. In the following the most important instruments of guerrilla marketing are structured in the three categories infection guerrilla marketing, surprise guerrilla marketing and ambush marketing.
The term was popularized by jay conrad levinsons 1984 book guerrilla marketing. The blair witch project 1999, haxan films with heather donahue, joshua leonard, and michael c. Blair witch project still the greatest marketing campaign. The most successful viral marketing campaign of all time centred on a small, lowbudget indie flick in 1999 called the blair witch project. And whatever the outcome, if these campaigns have one thing in common, its that theyre all totally shocking. The film can only be qualified as an achievement thanks to. His books have sold more than 20 million copies worldwide and have influenced marketing so much that they appear in 62 languages.
Virales marketing eine ganz besondere art des werbens. A perfect example would be the film the blair witch project, which was filmed on a very small budget, but. The term guerilla marketing, created by advertising executive jay conrad levinson in 1984, describes the unusual and often cheeky tactics used in a downlow ad campaign. Find, read and cite all the research you need on researchgate we use cookies to make interactions with our website easy and meaningful, to better understand the use of our. Its about longterm, strategic action, and being nimble enough to outmaneuver large publishing houses. Apr 08, 2016 the internet is now an essential part of all marketing strategies in the movie industry but it was the 1999 phenomenon that was the blair witch project that is credited with being the first movie. Guerrilla marketers use lowbudget tactics to get attention. The website was the most instrumental component of the integrated marketing campaign. The brilliance of this movie is what you do not see. One example of successful guerrilla marketing was the film the blair witch project. Sep 19, 2016 the blair witch projects marketing was beyond that. Aug 05, 2015 an introduction to guerrilla marketing 1.