Now more than ever, a successful project of any medium hinges on its ability to market itself in an engaging way to the right audiences. In this realm, horror is afforded some liberties. Many films, books, or games are burdened by needing to be sensible, or serious, in the manner of reception or presentation. However, horror often is rewarded for being over the top and eccentric, which has led to a lot of very exciting and successful marketing over the years. Here are some of the spookiest marketing campaigns to grace the genre.
The Blair Witch Project (1999)- Online Marketing Campaign
Blair Witch is famous for many valid reasons. Beside solidifying found footage as not only an acceptable, but a successful genre, the film is regarded as the first film to be marketed using the internet as its primary means. The film’s website launched before the film, creating the main myth behind the piece: that it was real. The website (along with a few film festivals) were flooded with posters and text saying that the actors of the film were all missing, or even presumed dead. The fictional lore behind the story was also escalated through other fake documentaries, strengthening the fabrication that the events of the “tapes” were real, and the fate of the three youths lie on them. Overall, the marketing of the piece led, at least partially, to its massive success, and set a precedent for the future of the genre and industry.
Resident Evil 7 (2017)- 4D Candle Marketing
The setting of Resident Evil is perhaps the most unique and harrowing of the franchise, with macabre and… unsanitary surprises around every corner. While boasting an immersive story and atmosphere, Numskull thought that it could be taken a step further. The “4d candle” was designed to be played with the VR version of the game, and “is specifically tailored to the game and will make you feel like you’re actually standing in the abandoned plantation house.” It is said to smell like “old timber, leather, and blood.” VR or not, this is a fun and refreshing way to promote a great game through further marketing.