It might seem like a pretty basic marketing campaign compared to todays elaborate efforts, but what The Blair Witch Project did back in 1998 was really quite ground-breaking and no doubt set the standard for many campaigns in the future. They set up a website, which is actually still online today, populated with information about the Blair Witch myth and missing filmmakers complete with photographic evidence and footage alongside posting details of the mock missing persons case in online forums to further stir the hype. And it worked: when the film was released it grossed almost $250 million internationally on its tiny budget of just $60,000. What was so messed-up about it? Well, because of the films found footage style and the campaigns presenting and propagating of it as truth online people werent actually sure if Blair Witch was real or not. Consumers might not be so naïve today, but back in the days of dial-up internet it was quite believable.
