The three student film makers interview the locals of the town before taking off into the BlackHills with their recording equipment and are never seen again. The students are investigating the legend of a Witch known as the Blair Witch in a town called Burkittsville, Maryland for a college project. The Blair Witch project is based on three student film makers. (J.Armitage, 2014) The theme of the campaign was a low quality and low budget the same as the movie and all marketing tools incorporated this theme.
The campaign played on the concept of ‘was it real or not’ so that people would have to go see it. It was all used to achieve interest in the speculation of the story so as to increase talk about the movie. Every marketing tool used for this campaign was used to stir confusion with the public. The main objective of this marketing campaign was to establish uncertainty among the public. Guerrilla marketing is a low budget unconventional marketing tactic and The Blair Witch project is one of the best examples of this. It used the then unconventional median of the web to create conversation and awareness of The Blair Witch movie. The Blair Witch project used guerrilla marketing. It was before Facebook, YouTube and Twitter even existed. This online campaign took place before the internet was something most of the world went to on a daily basis.
The campaign was released in 1999 when surfing the web was very new to many consumers. The Blair witch campaign was based on a low budget movie of the same name. This essay will look at the most renowned digital campaign in the history of online, The Blair witch Project.
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