When is it ok for marketers to freak the crap out of people?

28 Feb

Fear-based marketing is a pretty under-developed niche.

Of course, it’s not for everyone. I can’t image Lego or Gillette using it effectively, for example.

But when you’re peddling a movie like The Last Exorcism 2, it seems like a pretty good way to go.

Here, the marketers of this horror-flick have made a promotional video using a two-way mirror, a freakishly flexible girl and a line-up of unsuspecting hair salon customers.

Hang in there for the ending – it’s particularly memorable.

 

The Brand Interventionist Recommends

When the promise of your product, in this case the film, is to scare the bejesus out of people, it only makes sense to do so whenever your potential customers come into contact with it.

This is smart marketing: clever, authentic and hugely watchable.

 

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9 Responses to “When is it ok for marketers to freak the crap out of people?”

  1. hill copywriting March 1, 2013 at 1:39 pm #

    Hi Doug.

    • Doug Brown March 1, 2013 at 4:53 pm #

      Hi Barry.

      • hill copywriting March 1, 2013 at 5:09 pm #

        I just noticed the tumbleweeds bouncing by and thought I’d give ya a mercy post. Nice comeback btw.

      • Doug Brown March 1, 2013 at 5:13 pm #

        I can always rise to the challenge!

  2. Melissa & Megan @goldonblack March 2, 2013 at 2:43 am #

    So scary! Did you ever see the elevator prank?? I would die if it happened to me

    • Doug Brown March 2, 2013 at 5:01 am #

      I originally included that video in with this post, but after a few hours I yanked it. There was something about the pranksters laughing while those poor people screamed and wept. I couldn’t bear sharing it. And yes, it was so damn scary!

  3. Louisa March 4, 2013 at 9:32 am #

    I like how her body make a 2 for Exorcism 2. Very clever.

    louisa

    • Doug Brown March 4, 2013 at 9:46 am #

      I think she’ll be hoping they don’t do The Last Exorcism 3.

Trackbacks/Pingbacks

  1. The rise of marketing terrorism | - April 3, 2013

    […] month I blogged about a live horror movie promotion that freaked the crap out of women in a hair […]

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