People send me links to movies’ viral sites all the time, but I rarely cover it because viral marketing is generally stupid. I love The Dark Knight, but I couldn’t give less of a sh*t about your pretend campaign to elect Harvey Dent the mayor of a fictional city. And you’re still a marketing douche, so stop acting like you’re Lenny Bruce.
That said, Piranha 3D is doing it right. After I posted the trailer yesterday, reader Brendan discovered this viral site (NSFW). It’s basically a fictionalized Girls Gone Wild with Jerry O’Connell playing the Joe Francis character. There’s also a Facebook page with pictures of Eli Roth’s wet t-shirt contest emcee guy who looks like Channing Tatum’s Jewy cousin from back east.
Jerry O’Connell is his usual not-funny-but-trying-really-hard self, but I give the people behind this a lot of credit for making the whole thing really explicit. The Meet the Girls section is especially boob-filled, and a lot of the girls look like they came from that strip club near the airport where my stepmom works. …And I like that.
So if you’re one of the guys planning a viral marketing campaign, remember: straitlaced, unfunny backstory of fictional characters = who cares; explicit, funny, vulgar material you wouldn’t be allowed to show anywhere else = you’re doing it right.