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Shanika Dopwell

The Blair Witch Project marketing campaign spread fake rumors and evidence about the missing main characters to generate anticipation for the low budget movie. This grassroots viral marketing approach was highly successful, allowing the $22,000 movie to gross over $240 million making it the most profitable film ever made.

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Blair Witch Project Challenge: Create a compelling awareness-based campaign for a low budget movie Solution: The anticipation was created by spreading rumors about the fate of the movies main characters with fake newspaper clippings and police photos of their missing car being spread on what was then the 1999 version of what we now call social media. Results: for a movie that cost $22,000 to make, at last count it has grossed over $240 million, making it the worlds most profitable movie ever. Avery Barnes, Shanika Dopwell, Blaze Gentile, Dillon Quinn

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  • 1. Blair Witch Project Challenge: Create a compelling awareness-based campaign for a low budget movie Solution: The anticipation was created by spreading rumors about the fate of the movies main characters with fake newspaper clippings and police photos of their missing car being spread on what was then the 1999 version of what we now call social media. Results: for a movie that cost $22,000 to make, at last count it has grossed over $240 million, making it the worlds most profitable movie ever. Avery Barnes, Shanika Dopwell, Blaze Gentile, Dillon Quinn