According to an article on mashable.com, a new mysterious website has started to appear around the Internet with a tone reminiscent of that set in one of the opening scenes of The Matrix. For those who have never seen the movie, the scene involves the character Morpheus (Lawrence Fishburne) offering Neo (Keanu Reeves) a chance to either continue to discover the secrets of the Matrix by taking a blue pill or wake back up in his bed as if nothing ever happened by taking a red pill. This site stays along the same lines, substituting the pills for blue and red icons. For those who choose the blue pill, their “lives will never be the same again” on November 11th, while those who choose the red will, assumedly, never find out what could have been. Over 8,000 people have joined the mailing list for the site and will get some kind of contact this Friday, leading most to assume this is some kind of buzz campaign for a new product.
Mysterious marketing campaigns to create buzz about new product can definitely be a big plus. But one thing that always has to be kept in mind is that along with the campaign, your product needs to live up to the anticipation. Staying along the science fiction path, J.J. Abrams’s blockbuster Cloverfield used one of the most innovative movie trailers ever, never giving a plotline or even title of the movie in its initial advertising. The trailer was discussed on movie forums and message boards all over the Internet until the movie was finally released on January 18th, 2008. It didn’t disappoint. Cloverfield received a 77 percent rating on Rotten Tomatoes ( a good tomato) and, thanks to a mix of a great ad campaign and positive reviews, earned over $40 million on its opening weekend (a January movie release record). So while a great campaign can get people talking, remember that a good product will keep them talking. Hopefully the people behind our mystery site have taken this into consideration.