I know it’s been a while since this marketing campaign came out, but I didn’t really hear about this recently.
From what I understand, the movie ‘Inception’ didn’t really release any marketing campaign until much later. And it all started with this t-shirt:
There’s a QR code on the back of the shirt, and you scan it with a QR reader. The code will lead you to a site that says, http://m.pasivdevice.org/ The site features an instructional manual for the machine called a PASIV (Portable Automated Somnacin IntraVenous Device).
From there it will give you a detailed instruction manual on how to operate the Dream Machine and how to extract the subject’s dream. Not only that, but there’s also a viral video game you can play online called, http://www.mind-crime.com/.
If you’re ever so curious on what that game is all about, well…I’m just going to ask you to check it out yourself!
Viral marketing is useful for a successful campaign. There’s a lot of curious people out there, and if you somehow get their attention (have that hook), they will try anything!