‘Chronicle,’ the latest film from 20th Century Fox which hits theaters this week, is about three high school friends with superpowers, and superpowers are going viral in anticipation. 20th Century Fox has teamed up with YouTube talent company Big Frame as well as viral video powerhouse Thinkmodo to build a buzz round the film leading up to opening day and, as a result, telekinesis, flying people and other superhuman abilities are currently taking the web by storm.
Thinkmodo’s campaign, which hit the web this morning, is all about flying people. Michael Krivicka of Thinkmodo told TechCrunch, “Since the three main characters of the movie have the ability to fly, we came up with the idea of staging a few ‘flying people’ sightings around NYC.” They did this using special model airplanes shaped by human beings (amazing, right?).
Michael told me via email, “We staged several flights over the past 2-3 weeks in NYC, NJ, and Long Island.” The video below is a montage of those flights. He said, “The idea basically came from the iconic Chronicle poster and we wanted to bring it to life somehow. 20th Century Fox has many marketing elements set in place for this movie, which is getting great buzz already, but they came to us to create something cool and original that has not been done before.”
Last week YouTuber DeStorm took telekinesis viral to promote ‘Chronicle’ with a fun video that illustrates what things would look like ‘If DeStorm Had Telekinesis.’ The video also features popular YouTuber MysteryGuitarMan.
These days brands are becoming increasingly aware of the effectiveness of online video promotion and are reaching out to those that are already using online video successfully in order to create great campaigns. YouTubers like DeStorm and MysteryGuitarMan have audiences of millions just waiting to watch their videos and the guys at Thinkmodo have proven themselves through countless viral campaigns, such as their awesome Times Square Hack campaign for ‘Limitless’ or, more recently, their crazy campaign for ‘In Time’ that featured a guy cutting off a parking meter with a chainsaw.
What do you think of these marketing campaigns for ‘Chronicle’? Do they make you want to head to the theater to see the film this weekend?
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.