Indiana Jones and the Viral Marketing Campaign

For those who have been to the New IndianaJones.com you will have noticed the picture on the main page. It is a crate with Indy's fedora and whip resting on top of it. Printed on the side is "PROPERTY OF DR.JONES" and a serial number "9906573". Someone has discovered that the numbers are a clue to an internet address, http://www.9906573.com/. On that page there isn't anything except the numbers "52208". The numbers are another link that takes you the Wikipedia entry for Ark of the Covenant.

The web address www.9906573.com is owned by a marketing agency named 22Digital.

ABOUT 22DIGITAL

22DIGITAL is a boutique creative agency in Northern New Jersey specializing in high-profile, innovative marketing. The agency has developed a wide assortment of integrated television and Internet campaigns. In addition to creative development and production of network television spots, 22DIGITAL has overseen over $30 million in B2C transactions for its clients. The company has managed millions in advertising campaigns on everywhere from Google to Yahoo to the AOL network.

22DIGITAL has significant experience in television production (from HD to 35mm) and integration with the Internet. For example, when Anna Nicole Smith wanted to tell the world she was pregnant, 22DIGITAL created the online viral marketing campaign. With over 900,000 downloads in a 36-hour window, the online campaign was featured on most major news sites, from MSNBC to People Magazine to CNN.

Always looking for innovative ways to bridge traditional media with interactive technology, 22DIGITAL developed a turnkey interactive voting site for "Get John's Job" on the Howard Stern Radio Show at K-Rock, from the server deployment to the creative development and security-enhanced voting system. The site won rave reviews from Howard on-air and succesfully handled over 100,000 unique votes in two days.

More recently, 22DIGITAL was featured in BrandWeek and AdWeek as the contributing agency for a unique "DVR-enhanced" television spot that debuted in 2007.

22DIGITAL is uniquely positioned to bridge traditional media with technology.

---

Looks like LucasFilm/Paramount have launched a viral marketing campaign for Indy 4.

 

52209 = May 22, 2008 = The Return Of Indiana Jones

 

Indeed.

 

FIXED... it seems I made a type in the quoted post.

If this is guerilla marketing by Paramount and the info laid out by Gobi certainly suggests it is, I would hope that there is more to than a blank white page. The company also worked for Anna Nicole Smith also I see

Great examples of viral marketing is the current The Dark Knight campaign which is well good stuff.

 

This is pretty weaksauce for a viral marketing campaign (see Ethan Haas, Lost Experience, or TDK's Joker campaign for stronger examples), but maybe it'll expand in the coming months. Pretty much gives away the Ark of the Covenant thing.

 

Well we still don't know for sure if LucasFilm is actually behind this.

 

This has taken some interesting turns tonight.

First the serial number on the side of the crate in Raiders of the Lost Ark is "9906753", on IndianaJones.com the number is "9906573." I don't know if this was a mistake or done on purpose.

Now they website for the incorrect number http://www.9906573.com/ has changed. It is now a black page with Ex.40:34-38 in red.

Exodus, Chapter 40, Verses 34-38.

34 Then a cloud covered the tent of the congregation, and the glory of the LORD filled the tabernacle.
35 And Moses was not able to enter into the tent of the congregation, because the cloud abode thereon, and the glory of the LORD filled the tabernacle.
36 And when the cloud was taken up from over the tabernacle, the children of Israel went onward in all their journeys:
37 But if the cloud were not taken up, then they journeyed not till the day that it was taken up.
38 For the cloud of the LORD was upon the tabernacle by day, and fire was on it by night, in the sight of all the house of Israel, throughout all their journeys.

King James Version

The Ark of the Covenant resided inside the Tabernacle in case you didn't know.

A website with the correct serial number http://www.9906753.com/ has also been launched and features a large picture of the crate with the correct serial number on it. This picture now links back to IndianaJones.com

This is either official stuff from LucasFilm or someone very smart and clver is pulling our legs.

 

It seems these websites have come full-circle.
Let us hope, in my opinion, so does Indy 4.

 

Hmmm very interesting. I'll have to keep an eye out (and maybe look for clues in all my Indy SWAG from the Con as that number on the box was from the poster we got).

The Dark Knight does indeed have amazing viral marketing. I took a picture of the sky writing and called the number at the Con, but sent some friends to follow the clues because I wanted to go to the WB panel The scavenger hunt sounded like fun, though.

-sj loves kevin spacey

 

TheRaider.net has confirmed that LucasFilm has nothing to do with this and that both websites were fan made.

I'm slightly disappointed it's not real, a viral campaign woould be a lot of fun.

 

Would you really expect them to confirm it and let the cat out of the bag? This is an actual question, not sarcasm.

 

I think its real. Lucasfilm can deny it, but it being fanmade is bs.