Mad Max invaded Toronto, or at least decided to start a Car Wash, Mad-Max style.
Set up on a parking lot in downtown Toronto, pedestrians choked down sawdust, watching military grade hummers and commuters Hondas get tagged with Mad Max images by half-naked guys who looked like extras from the film, flaunting their Mad Max tattoos.
On its own, it’s an incredibly clever piece of marketing, encouraging people to watch the upcoming Mad Max film, and entered the twitter-verse with hashtag #dustycarwash. It’s also a perfect example of marketing films through engaging narratives.
I’ve mentioned before about effective viral marketing in movies, as unconventional marketing techniques have taken an increasingly important part of movie marketing. Having a trailer, TV spots, is all well and nice, but with the ridiculous rising costs of marketing movies, Film Producers should be marketing movies smarter not harder.
This should involve more Engagement Marketing i.e. Guerilla or Transmedia marketing. Transmedia Marketing is effective as 91% of us would tune in to things happening in real-time. And the possibility of marketing through the creation of real-time narratives which involve potential audience members is one that has shown to be incredibly prolific.
As movies are already narratives in themselves, the marketing of said movies should involve narratives, it’s what we came for anyways. Narrative marketing is also an opportunity to reflect the movie’s narrative, such as Ex Machina’s Tinder Marketing savviness, where the actress playing the A.I., was able to trick guys into conversing about what makes a person human and why they were attracted to her before directing them to Ex Machina website (her being hot also helped).
It also has an opportunity to eclipse the actual movie itself, take the Blair Witch Project. The found-footage horror film, that was made on a budget of $22,500. It grossed $248 million dollars, and become one of the most effective viral movie marketing campaigns in modern film history. With a limited budget, they chose a incredibly low-key marketing approach in the lead up to the movie’s release, posting nuggets of information on college campuses, engaging on online forums and putting up Missing posters of the actors, played up the possibility it was real and more importantly made potential audience think they had stumbled into something genuine and worth watching.
Marketing is always changing, and with consumers changes varying and demanding more, one of the most consistent strengths movie marketing have is narrative marketing. Expect that #dustycarwash is just part of a growing trend of marketing that will become more narrative-focused and engaging in the future.