David Orea Arribas David Orea Arribas, Graduated in Audiovisual Communication in 2008 from the Camilo University Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company ACL Direct Promo · We know about Relationship Marketing We are experts in loyalty and incentives · We like to create unique experiences When SMEs and freelancers are faced with the development of their marketing plan and the definition of their communication strategies, certain doubts arise: which media are the best ones to spread their message, which audience to target and, above all, how they should be addressed. There are infinite methods to reach the potential client and deliver the message efficiently: emailing, online advertising, print, reviews in specialized media, promotional events … Media that, although they are used frequently, also require a strong investment on the part from the advertiser that you sometimes can’t afford. It is therefore necessary to use other cheaper alternatives to obtain similar results.

It is true that there are large multinationals that allocate Germany Email Database large percentage of their budget to generate marketing for their products and that the investments of SMEs and Self-Employed are more modest in this field. If we extrapolate this statement to the world of the seventh art we will find two ways and two ways to optimize these resources where imagination plays a fundamental role in this example through viral marketing. The conventional way Marketing and Cinema have historically been two very close concepts that the large production companies in the industry have used repeatedly to publicize their products. A not inconsiderable habit that has favored both the exhibition in the most prestigious rooms and the demand of the general public and consequently the profitability of its production. But how much does it cost to promote a movie? The big majors handle astronomical budgets and allocate a large percentage to the marketing of the film. Sometimes even exceeding the cost of production of the film itself. They know that if not, their product will probably end up adding to the list of failures. Back roadsIn 1999, one of the most curious events in the history of marketing and film takes place. As if they were King Midas himself, Daniel Myrick and Eduardo Sánchez, turned hundreds of meters of celluloid into gold that did not even reach the standardized 35 mm common in any audiovisual work, to convert a minimum investment into more than 500 million dollars .


Perhaps their names go completely unnoticed but in the collective imagination the title of that film that achieved so much for so little still persists: “The Blair Witch Project”. A milestone that transgressed not only the boundaries of the purely cinematographic, but also owed almost all of its success to viral marketing. Certainly none of this would have been possible without the Internet. A Network that at that time was concerned about the dreaded 2,000 effect and that was consolidating itself as the most powerful communication tool of the moment. And that’s how Myrick and Sánchez channeled their message. They made up a false legend and spread it on the Internet. Creating references, commenting on forums, in short, rewriting an unreal story that aroused the interest of all viewers. Some time later it was discovered that all that was a lie, but it did not matter, the Internet, the imagination and the generated expectation did the rest. They sold out the paper and filled movie theaters around the world.

Without evaluating the contents of the film, it is possible to affirm that, with a practically homemade finish (shot in 16 mm and HI-8), a budget of 22,000 dollars (very small if we compare it with the usual disbursements in any production) and a strategy of Accurate marketing, not only became the phenomenon of that year, but they got 25,000 times what they invested. Seen like this, it sounds profitable, right? Viral Marketing has become an effective technique that relies on the network to reach a large number of people quickly. A method that tries to exploit social networks and other electronic media and that exponentially raises the name of the brand through viral processes very similar to a conventional computer virus. One of the main advantages is that the objective of the message (the potential client) is in charge of spreading the message through the tools that the internet offers. Thanks to its ease of campaign execution and relatively low cost, it has become very popular in the marketing world.

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