The main theme behind the Blair Witch Project’s marketing campaign was to establish uncertainly among the public. Here are the five key tactics used to bring about the unbelievable success of the Blair Witch. After success at the Sundance Film Festival, label Artisan Entertainment bought rights to the film and provided additional dollars for advertising. It is recorded with low quality cameras in first person, which adds to the effect that this was truly found footage. However, the students go missing and their recorded footage is found 10 years later, which was supposedly the film used to make the movie. Three student filmmakers set out on a project to capture footage and prove the truth of the blair witch.

And even those who might not be willing to give it that high of an honor, at minimum, consider it the ultimate viral marketing campaign and one that was a trailblazer in utilizing the online space.įor those who may not remember the storyline, the Blair Witch Project tells the tail of an urban legend, known as the blair witch, taking place in the woods outside of a remote suburban Maryland town. It was 15 years ago when the Blair Witch Project was killing it at the box office, generating buzz and excitement over what we know now as one of the best stunts in movie history.Īlthough the movie itself may not have turned out as great as all the hype, the Blair Witch Project is considered by some (myself included) as the greatest marketing campaign ever.

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