Viral advertising is taken to a dangerously new level with the Toronto ‘Contagion’ installation, created to promote the new Warner Bros. Pictures film set for release on September 9, 2011.
Using live bacteria including penicillin, mold and pigmented bacteria to spell out the infectious movie’s title, two enormous Petri dishes were placed in the windows of an abandoned downtown storefront at 409 Queen West. Beginning on August 28th, the display shows how quickly a deadly disease can spread, as it does in the Steven Soderbergh film. As you can tell from the pictures, the bacteria moves at an incredibly alarming speed, almost doubling overnight. Doctor Patrick Hickey, a consultant for the artistic installation, commented on the rate of the epidemic, saying “By week’s end, let’s just say we’ll be wearing an extra pair of latex gloves.” I was lucky enough to see the Toronto ‘Contagion’ installation in-person, and it definitely has me hyped up for the September 9th release of the film.
With a star-studded cast of Academy Award winners Kate Winslet, Matt Damon, Gwyneth Paltrow and Marion Cotillard and nominees Jude Law and Laurence Fishburne, ‘Contagion’ is one thrilling cinematic masterpiece that I’m sure will catch on. If you’re in the area, be sure to check out the sick Toronto ‘Contagion’ installation before it’s too late!
Why This Trend Is Growing
- Viral Advertising
- Opportunity for businesses to create unique and attention-grabbing advertisements using unconventional methods like live bacteria.
- Experiential Marketing
- Businesses can create immersive installations and experiences to promote their products or services, like the Toronto 'Contagion' installation.
- Celebrity-led Marketing
- Collaborating with famous actors and actresses can help businesses generate hype and interest in their offerings, as seen with the star-studded cast of 'Contagion'.
Industries Being Reshaped
- Film Industry
- Innovative marketing strategies like the Toronto 'Contagion' installation can help generate buzz and increase ticket sales for movies.
- Advertising Industry
- The use of unconventional advertising methods, such as the use of live bacteria, presents an opportunity for businesses to stand out and make a memorable impact on their target audience.
- Event Planning Industry
- Creating immersive and interactive installations and experiences can be a disruptive innovation in event planning, attracting attendees and creating memorable moments.
