With all our talk about the brilliant viral marketing campaigns for movies like Funny People and District 9, I figured it would only be fair to point out that sometimes viral marketing schemes can also crash and burn. Case in point: this weak attempt at creating online buzz for the movie I Love You, Beth Cooper.
You may recall that the title for the film comes from the main character’s decision to proclaim his love for a girl while delivering his valedictorian speech. Well apparently 20th Century Fox paid an 18-year-old girl $1800 to pull a similar stunt during the Alexander Hamilton High School graduation ceremony in Los Angeles. The idea is that this real and “unscripted” moment would be captured on video, uploaded to YouTube, and then go viral. But that’s not what happened.
The video didn’t catch on, and the movie pretty much bombed. Only now that the movie has almost disappeared from theatres has the viral ad started to get any attention online — unfortunately, it is not the kind of attention they were hoping for. Apparently school officials were none too pleased that their grad ceremony featured a paid ad by a major corporation. The girl’s boyfriend, however, was okay with it. It just goes to show that not all viral campaigns are created equal. Check out the lame video in question after the jump.