Один из самых первых и громких прокетов в своем роде - промоушен фильма AI
сделанный компанией специализирующейся на подобных вещах
The Beast was a campaign built for Warner Brothers to promote Steven Spielberg’s film, AI: Artificial Intelligence. Developed by Jordan Weisman and his team while at Microsoft, The Beast was a sub-dermal narrative that drew consumers into the world of AI, and made them active participants in the story before the film’s release.
Discovering a fictitious credit on the film’s marketing one-sheet, the audience soon found themselves immersed in a murder mystery. Involving thousands of webpages, as well as phone lines, fax machines, email accounts, and live events, the campaign immersed players in the world of AI and created frenzied anticipation for the opening of the film.
Over three million people actively participated in The Beast, playing in dozens of countries around the globe. Web communities with hundreds of thousands of members were self-built to play, discuss, and solve The Beast. The campaign generated over 300 million impressions for the film through mainstream press such as Time, CNN, and USA Today, as well as niche outlets such as Wired, Slashdot, and Ain’t it Cool News.