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Key: Similarly to true audience targeting, the producers didn’t use mainstream advertising outlets until there was already money in the bank. Tap into the audience’s culture, reach them through their peers, influencers and the media they actually use. Instead of throwing you message out there and hoping it connects with someone, seek out your audience and try to start a conversation with them. Lesson: Know your audience and go find them. As money became attached to the film, their target audience was also reached via the Sci-Fi Channel and the recruitment of street teams. From the beginning, the filmmakers reached out to potential fans on message boards. They didn’t wait for anyone to come to them they sought out their target audience. Key: They took their message to the people that wanted to hear it. When you make things fun, entertaining, mysterious, intriguing and exciting you don’t have to market your product it markets itself. As long as your brand is at the center of all that you do, people will associate the entertainment with your product. Instead of pitching people on your product, entertain them. They didn’t stop with the tangible real world specs of their product, they went beyond that and let storytelling create a spectacle, which sold the film. Key: The filmmakers focused on story not their product and not themselves. The film just got a Blu-ray DVD this month and since its October, which means it’s Halloween time, I’ve decided to celebrate by looking at five keys to the film’s promotional campaign and a lesson to be learned from each. Forbes recently named The Blair Witch Project the best ever social media campaign and Associated Press writer Christy Lemire called it the mother of all movies with viral buzz.