Using the Internet for Effective Guerrilla Marketing

Hello, press agents and publicists. As you probably know, the whole internet thing has been really blowing up for the past decade or so. It seems that all the kids are using to find the raddest new movies, the chillest indie music rock and roll bands and the dopest new drugs to use. But how can you get proactive and start optimizing its synergy functions for your own promotional marketing effectiveness?

Let's say you've been tasked with marketing a third-rate American Pie wannabe straight-to-DVD movie as hip. Just to make up a random title out of nowhere, let's pretend it's called National Lampoon's Pledge This! Also, let's pretend that this movie was rushed out without much scriptwork or filmmaking craft and the only things it has going for it is some nudity, some dick jokes and a tabloid pseudo-star with almost no talent or body fat but who still interests people for some reason. (To make up another name, let's call that pseudo-star Paris Hilton.)

How do you make make the youths of America want to spend their disposable incomes on your product. They're certainly not going to listen to the opinion of a square suit like you. However, they will listen to one of their own. The hip kids know what the hip kids like. Why not pretend to be a hip kid and fool them all. Maybe you should post a well planned-out "comment" on the internet, written as though it's the actual feelings of a real person.

First off, create a fake persona that sounds kind of edgy and cool. Something like raregold95. Then start right in with the promotion.

I saw the movie at the premiere the other night and it was really
funny. Some of the stuff was kinda gross but I couldn't help laughing
anyway.

Notice how the example states that it was "kinda gross." That's important. It reads like a criticism, but, in accuality, it's code for American Pie-esque crazy comedy. Kids love that stuff.

Next, make sure to remind the kids that they are supposed to like your star.

Paris Hilton is really pretty and she is president of a
sorority which is perfect for her because she always seems like she's
in charge of all the fun stuff.

All kids like "pretty" people and "fun stuff." But don't stop there. What about the rest of your cast?

There's a guy in there
that played a Nerd and he was kinda cute, heck all of the boys were
pretty cute and so were the girls. The scenes at the pool made me want
to be there because everyone looked so good in their swimsuits.

What about the location? Everybody like a good location.

South
Beach looks really pretty and I'm going to go visit it sometime.

And then maybe just hint at some horrible scene that is could be considered "humorous" by technical  definition.

I don't want to ruin all the jokes for
everyone but there are plenty of them, especially the one with Paris's
boyfriend and her dog. I just almost died. lol

This will fill the weak minds of your target demographic with painful and confusing curiousity. "My God, with Paris's
boyfriend and her dog? I have to know or my brain will explode!"

(Also, please note the word lol.
That's not a typo. That's more hip kid code for "laughing out loud."
Using it conveys the idea that you are some overcome with frivolity as you remember the humor scene that you're literally laughing as you type.)

And remember, no movie ever became a blockbuster by being viewed once. So, try to get them to see it ten or twelve times.

I
think I'm going to see the movie again tomorrow it was so much fun.

There
you go. You just infected the minds of millions of youths with your
viral marketing campaign. And they're none the wiser. They actually
believe that they want to see your terrible movie. Lol!

For more examples of this guerilla marketing technique, see here and here.