New 'Terminator' Viral Campaign Against Skynet

About a week ago, I shared some new "viral" video from the movie 2012. It's awful. And it underscores what I strongly believe about this form of marketing: You can't force something to be viral. It will either take on a life of its own or it won't. And the best way to take on a life of its own is if the campaign is compelling on its own, outside of the traditional marketing already in place. Enter Terminator Salvation, which is using the same basic set of rules - underground video, paranoia - to try to capitalize on the reach of the film. Now, granted, Terminator already has a broader reach than 2012, so maybe it doesn't have to work as hard to get people to check out the viral, but it's simply better stuff. There is a new website, Resist Or Be Terminated, that operartes as if Skynet is a real entity in 2009, and that the events in the film begin to take shape in the here and now. There's even a new Twitter account. So far, we've only got a handful of updates, but here's the newest, which is accompanied by the following message: "This video just appeared in my media folder. Out of nowhere. But that’s not nearly as odd as what’s on it. Prank? Maybe…but I don’t think so." See, now this makes me want to follow along and wait for new videos. That's what a viral campaign is supposed to do. Check out the rest of the evidence at Resist Or Be Terminated.

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