Behind the horror movie IT there is an incredibly crafty guerrilla marketing campaign.
It has been met with delight and horror in social networks, and users said it was “incredibly creepy”.
Before the film’s premiere, a number of red balloons appeared tied to drainage grids around Sydney, accompanied by a chalk chalk note that said, “It’s closer than you think.”
Social networks users quickly focused on the guerrilla marketing trick for the cinematic adaptation of Stephen King’s famous novel, which involves Pennywise, the clown, who is often seen holding a red balloon.
Several murals were also painted around Sydney with the artist’s prints on Pennywise’s face.
“Very good marketing initiative for #ITMovie seen in Sydney CBD this morning,” wrote a Twitter user.
But that’s not all!
By far one of the best promotional moves for IT has come in the form of the actual Neibolt house from the book.
If you are lucky enough to live or be close to Hollywood, then you can experience the IT Experience: Neibolt House. They take you through Georgie’s house (in a yellow raincoat and all) and take a spiral staircase where you then go from room to room, experiencing some really cool animatronics and spooky live actors as well.
During the time it was open there was a waiting line between 1-3 hours to enter.
How to nail guerrilla marketing for you business
Director at Good Things Marketing Helen Ahrens tells SmartCompany she thinks the campaign is “brilliant”, especially due to the ostensibly low cost of “a few balloons, some string, and some stencils”.
However, for businesses hoping to gain similar traction through their own campaigns, Ahrens warns these types of campaigns often need to be backed up with a strong social drive.
“The thing to note with this campaign is the team has created content online to match the real life experience with these balloons,” Ahrens says.
“When viewers see the marketing, companies need to be strategic and have somewhere where they can go online and find out what it’s all about.”
The hashtag tie-in via the stencils serves a dual purpose, believes Ahrens, because it provides an avenue for viewers to locate more info and can be used as a way to drive user generated content around the movie.
“It’s also a way for them to measure the engagement for future campaigns,” she says.
“Advertising with emotion involved has been proven to get viewers more motivated and interested, and this will invoke strong emotions in some people because it’s pretty creepy.”
— IT Movie🎈 (@ITMovieOfficial) July 27, 2017