O marketing e o monstro: um estudo sobre o marketing de Cloverfield

Abstract

To compete with major productions, low-budget Hollywood studios seek to invest in different strategies to promote their productions and engage with their target audience. Within this proposal, Cloverfield franchise producers developed in 2008 a viral marketing-based strategy. By the Collective Subject Speech, the researchers sought out to understand how this strategy was developed, how it was implemented, and whether the film's success was due to the implemented campaign. The results obtained through qualitative analysis show that the good results achieved by the film are due to the efficiency of said campaign, especially in the correct understanding of its target audience (Youtube generation) and the adoption of different types of marketing actions (widgets and ARG) which generated the necessary engagement for the film to get a good box office and serve as a starting point for the development of a franchise.