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Posts Tagged ‘The Amazing Spider-Man’

Andrew Garfield, Emma Stone Create #PRWin for Charities

emma andrew

If it ain’t broke, do not fix this!

paparazzi (n.) 1961, from Italian Paparazzo (plural paparazzi) surname of the freelance photographer in Federico Fellini’s 1959 film ”La Dolce Vita.” The surname itself is said to be a common one in Calabria, and Fellini is said to have borrowed it from a travel book, “By the Ionian Sea,” in which occurs the name of hotel owner Coriolano Paparazzo.

Ironic isn’t it? The very name of those weaselly, bottom-feeding photographers hails from Hollywood. It’s a match made in hell. Some of the “beautiful people” ignore them; others run from them; a few talk to them.

And then there’s Alec Baldwin.

However, Andrew Garfield and Emma Stone — cohorts in the new ‘Spider Man’ series — have a proven way to fight back: they give PR muscle to very important causes. What’s interesting is this tactic has been going on for two years.

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Spraypaint, Scavenger Hunts, and Secrets: The Viral Marketing Campaign for ‘The Amazing Spider-Man’


If I told you there was an underground movement that began online and had taken root in several major American cities and involved things like secret late-night gatherings, code cracking, and spray-painted symbols, you might feel more than a little uneasy. But fear not! I’m not talking about a gang or an elite 007-esque team of spies. I’m talking about the viral marketing campaign for summer blockbuster, The Amazing Spider-Man, which opens today in theaters.

Viral marketing is becoming more popular, especially for genres like movies and video games. It not only reaches the young, tech-savvy target market, but thanks to social media, gets them involved in a way that classic movie trailers, ads, and billboards never could. While some of the marketing for The Amazing Spider-Man just sort of happened – i.e. the romantic relationship between leads Andrew Garfield and Emma Stone – the complex, intricate, and almost secretive viral campaign has been building steam for several months.

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