Chitty Chitty Gang Bang; or How I Learned To Stop Worrying And Love The Viral Marketing Campaign

This is the third of what will appearantly end with three (THREE!) fake trailers for a book (A BOOK!), all part of a huge viral marketing campaign. For a book. Did you get that? Was that clear? A book. Yeah? You’re with us? Good. Cos we kinda lost ourselves back there……

If anyone in the publishing world deserves a viral marketing campaign, then Chuck Pahalniuk is definitely on the shortlist, with the likes of Stephen King or Bret Easton Ellis. But when someone somewhere utters the sentence “What do you think of fake movie trailers for fake movies as part of a massive and massively expensive viral marketing campaign for this new book?”, then we know that someone, somewhere, has taken a wrong turn in terms of promotion. For a book.

The first released fake trailer, The Wizard Of Ass; Dorothy Isn’t A Virgin Anymore was posted on here earlier today, with Chitty Chitty Gang Bang (HUGE potential comedy oversight there, not wanting to be gutter-mouthed, but replacing the H’s with L’s…..) released this evening, with The Twilight Bone soon to follow.

So whats up with this? Yeah, thank you The Blair With Project and Memento for beginning this (at the time) potentially cool idea, whereas Cloverfield and Lost ran with it, but it seems The Dark Knight is running aground with it by having vaguely cool things like invitations to The Joker parties in capital cities all over the world giving it a kind of cool Project Mayhem (eh….. hi, Fight Club, Pahalniuk, oooh…. it comes full circle…..) feel to it, but other things like actual rallies for the support of DA Harvey Dent is only going to get annoying and vaguely confusing for citizens in the States who are already drowning in rallies.

And now we have viral campaigns for video games (Halo 3, GTA IV and BioShock in the last 12 months alone), and, now, for books.

What next? McDonalds doing commercials that are 2.5 seconds long, six months in advance of the release of the new flavour of the McFlurry? Toyota showing people in flying cars with engines that can turn environmental pollution into fuel, with a final title saying “Available 4th July 2097”?

Viral marketing campaigns are a good tool when you want to create mystique in something, not necessarily to push the idea “Look kids, you can read about sex in books, too. You don’t always need porn. You can use your imagination while reading books like Snuff, and just to show that, here’s some porn.” Its senseless. Funny, yes, but senseless nonetheless.

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