Surrogates Viral Review Dan Koelsch, September 29, 2009May 12, 2011 As we reported yesterday, Surrogates opened this weekend to poor results, despite my glowing review. One of the points I brought up was how Disney/Touchstone Pictures dropped the ball in terms of marketing. Obviously the awareness of the film was low, and there are many things that contributed to that. However, I think more attention to their viral campaign (if we can even call it that) could have made a difference. Here is my review for Surrogates’ viral campaign. The viral campaign for Surrogates began and ended with only one website, ChooseYourSurrogate.com, created by the digital creative agency The Visionaire Group. The site started as a direct homepage for Virtual Self Industries (VSI), the company that manufacturers and sells the surrogates we see in the film. Although the main page was converted to the film’s official website during the summer, you can still find VSI’s homepage here. The page isn’t too complex, just going over the general concept of surrogacy, and giving a nice simple tour of VSI. It’s well designed and very futuristic. It looks extremely authentic to the film. Like I said, the direct link turned into the official’s homepage, so some of the fun went out the door right there. It also doesn’t help that the site was barely updated no other websites were created. From the looks of things, Disney created the one page and called it a night. This is not uncommon, as we saw Angels & Demons only have one viral web page. What is upsetting in regards to Surrogates in particular is that there was so much potential for viral content. Surrogates has lot of backstory that it has to glance over in the film. A full-fledged viral campaign would have been a great opportunity to explore the history that led up to surrogacy being common place. The alternative history of the anti-surrogacy groups would be even more interesting. I could easily see the interaction between VSI and the dreads (as the groups are called) being as captivating as the Tidowave-Tagruato relationship from the Cloverfield viral or the Christopher-MNU relationship in the District 9 campaign. Sure, the marketing for the film included creepy/captivating posters and images, not to mention a random fake newspaper article/ad in the UK, but one of the biggest mistakes Disney made was Comic-Con. They poored all their money and resources into the Tron: Legacy events, but didn’t do a single thing for Surrogates. They could have at least had a VSI booth or something! In the end, only one cool website and failed oppurtunities doomed the Surrogates viral campaign and ultimately the film itself. Final Grade: C- Surrogates is in theaters now. For more information on the film and it’s viral campaign, click here. Viral Marketing ReviewSurrogatesThe Visionaire Group
How Much Is Yoda’s Hut Worth? April 29, 2013I’m sure only the nerdiest of nerds may have pondered this questions, but have you ever wondered what the listing price for Yoda’s hut (as seen in Star Wars: Episode V – The Empire Strikes Back) would be? Fortunately, the folks at Movoto are that nerdy and gave us a… Read More
Tourism New Zealand Hosts “The Hobbit” Contest at Comic-Con June 30, 2012If you’re a big fan of the Lord of the Rings series and are looking forward to this December’s The Hobbit: An Unexpected Journey, then you might want to get down to San Diego Comic-Con this year. Tourism New Zealand is hosting a contest where you get a 6 day… Read More
“The Amazing Spider-Man” Theatrical Trailer Leaves A Viral Calling Card February 7, 2012March 21, 2012If you stayed up late to watch the new trailer for Marc Webb’s The Amazing Spider-Man, then you saw the webslinger leave his calling card, and not just on the walls, but within the trailer itself. Yes that’s right, if you look hard enough you will find a site that… Read More