Interesting viral campaign I came across for a independent movie release.
A friend of mine posted this video on my Facebook wall. He later told me he originally found it on Digg.com. The film opens with “The Mother of Invention Documentary” and a prompt to follow Vincent Dooly on Twitter.
I thought the video was great, so I immediately emailed it to 4 friends who would probably agree with me. Next, I tried to find more videos of Vincent Dooly. The most logical place to first look would be under the video in the response section. The video was a response to “Vincent and the Super Suit”. This is the video.
At the end of the video there is a link to “www.exploreinspire.com“. When typed into your browser, the link redirects you to “http://www.onesmallinstrument.com/exploreinspire/HOME.html“, which you immediately discover is a site for a The Mother of Invention, a “feature film seeking distribution”. At the site, you can watch the trailer, watch videos at vimeo, view the cast, get a synopsis and visit the blog (which launched today 12/11).
While this is certainly not a new marketing strategy for films to build buzz and reach with teasers on video sharing sites, it is unique for a film to try to do those while looking for distribution. The content is compelling enough to gain some traction, which will hopefully be noticed by studio execs and translate to a distribution deal. I’m hoping it ultimately does.
This also seems a bit similar to the marketing behind Danny McBride’s Foot Fist Way. They used Funny or Die to begin seeding teaser skits to a strong and targeted audience. The videos were submitted as low budget commercial and were submitted by Fred Simmons (Danny McBride). These were able to create a large amount of buzz for the movie.