Universal is really trying to push the viral marketing campaign for Forgetting Sarah Marshall. I’m back home in San Francisco, and decided to grab a sandwich at AK Meats (the best sandwich place in the city) when I noticed the billboard on the side of the MUNI Bus did not read “Forgetting Sarah Marshall” but instead read “My Mom Always Hated You Sarah Marshall!” I thought to myself, “that’s a pretty unique way to market a movie.” Aside from the MPAA required R-Rating sticker, there is no indication that these advertisements are for a film release.
On the way back home I noticed another ad on one of the bus shelters, this one read: “You Do Look Fat in Those Jeans Sarah Marshall!” A website address on the bottom of the ads points those interested for more information to IHateSarahMarshall.com.
IHateSarahMarshall.com brings you to the blog of Peter Bretter, the fictional character Jason Segel plays in the feature film. Bretter explains in his latest blog entry that he used the money that he had spent on her engagement ring to buy every available billboard around town. (”That’s right Sarah I was going to propose to you. I was just waiting for the right time. I guess that time is never O’clock in the month of Nev-ruary”). Bretter writes:
“Sarah, I really hope you are un-happy for the rest of your life – that you understand how totally over you I am. That said, you should call me if you want to talk, I can have these things taken down. I haven’t called because you said you needed space, that’s what you wanted. But when you say to someone you need time you should be more specific. How much time? Cause I am still waiting, but not for you. Just for things to get better…”
I told director Nicholas Stoller that the viral campaign was genius, and he promised more: more blogs and even more websites. Yesterday SarahMarshallFan.com got launched into the game, offering the Perez-like news that Sarah Marshall might have hooked up with Infant Sorrow front man Aldous Snow (played in the film by the brilliant Russell Brand).
Bretter’s blog entries are coming on a daily basis, and for the most part are very well written. My guess is that star/writer Jason Segel contributed to this campaign. I got a chance to see the film at SXSW, and it is worthy of the Judd Apatow-brand name. Let’s hope that this viral marketing gets people talking, and that people go see this film.
March 17th, 2008 at 3:26 pm
I just saw some of those an hour ago here in Chicago (they were the “YOU SUCK SARAH MARSHALL” version). Very attention-getting, and necessary, because the title is kind of a jumble. But if they can get people calling the film “Sarah Marshall,” they’ll be in great shape. The trailer looks hilarious, and if Billy Madison can become a household name, there’s no reason that this won’t work.
March 17th, 2008 at 3:28 pm
ahhh! ak meats is off the hook!
March 17th, 2008 at 3:40 pm
It is just me or it looks like every movie with a weak story, which would probably flop, needs a “viral campaign these days?
March 17th, 2008 at 3:59 pm
Viral marketing for a romantic comedy film? no thanks.
March 17th, 2008 at 4:34 pm
I feel so bad for anyone actually named Sarah Marshall.
Honestly, you’re walking to work, and you see a sign that addresses you by your full name and says that you look fat.
March 17th, 2008 at 4:52 pm
At least Sarah Marshall isn’t f**king Matt Damon.
(i probably shouldn’t have said that aloud)
March 17th, 2008 at 6:27 pm
I was in SF all last week and I could not go more than a few steps without seeing those ads. It’s a good idea but maybe a bit too far.
March 17th, 2008 at 6:47 pm
“AK Meats (the best sandwich place in the city)…”
HA, that was wrong. The best sandwich deli is Freddy’s down by the beach.
March 17th, 2008 at 7:26 pm
Freddy’s is good, but AK Meats is better.
But I did hear that AK Meats is getting or got new management, so things might change. And if that happens, Submarine Center is better than Freddy’s, and would become the new #1 sandwich in SF.
March 17th, 2008 at 10:07 pm
Is this the first viral campaign for a comedy?
March 18th, 2008 at 9:54 am
Stupid marketing. I’ve seen those on some buses and wondered how the general public would even know what the hell it meant.
March 18th, 2008 at 2:39 pm
YAWWWWWWN.
i’m now finally being marketed to in the perfect amount. before, i was being marketed to at every opportunity, but it just wasn’t enough. i’m glad they’ve found room for more.
it’s like a stuffed-crust pizza. i never thought they could actually find another place to put cheese on a pizza. but i was wrong. but unlike cheese, more marketing can never lead to heart disease. thank God!
i just wished someone could tell me where to deposit my money, so i don’t have to spread it around to so many different places - just one, big account i can deposit my disposable income to; and in return i just ask one thing - don’t put any advertising on the inside of my eyelids.
March 19th, 2008 at 9:27 am
This movie rocks!!!
I saw a screening. One of the funniest movies I have seen in a while, with a good storyline.
March 21st, 2008 at 9:43 pm
I am VERY disturbed by this movie - I have a sweet, precious friend named Sarah Marshall. This can potentially really hurt her. How would you feel if it was YOUR name on these billboards. Very, very sad.
March 23rd, 2008 at 7:04 pm
haha, my name is actually sarah marshall and this movie has given me quite a bit of attention from friends.
March 25th, 2008 at 2:21 pm
do YOU look fat in those jeans tho?
March 25th, 2008 at 4:02 pm
well i surely hope not haha…. maybe i should ask :)
March 25th, 2008 at 5:09 pm
Honestly, the advertising for this movie is so ridiculous. The moment I drove into the city, I was offended. I felt like it was really quite rude and immature. I went onto Peter Bretter’s blog and the entire time I was reading it, all I heard was some 26 year old man whining like a bitter backstabbing 15 year old girl who didn’t make the cheerleading squad. I know its not real but it still makes me sick. Grow up Peter.
March 27th, 2008 at 7:34 pm
Hey just seen the adds here in Toronto Canada. they were hilarious when i first seen them.
March 28th, 2008 at 5:07 pm
I was on my way to meet a friend for lunch and saw two banners in less than half a mile. Honestly, I was fooled by this campaign. I really thought it’s a hate campaign and I was thinking what an expensive way to express “hate”. LOL.
Good thing my name is not Sarah Marshall ;)
April 2nd, 2008 at 7:43 am
I’m visiting down in the LA area and I saw two full sized billboards and they managed to cath my attention. So I think I have to give them credit on the Viral ad campaign. Oh and I’m a fan of the Yellow Sub over on Irving and 7th.
April 3rd, 2008 at 5:15 pm
I loved it it was the best movie i have seen in a long time!!! and my name is actually Sarah Marshall too!!!! haha!!
April 4th, 2008 at 6:27 am
Hahaha! i feel bad for anyone else named sarah marshall. poor chika.
April 5th, 2008 at 10:59 am
dude what ever this movie is about i want to see it ,it sucks though cuz theres a sign on the bus stop right in front of my school and erveyday since its been there ppl have been teasing me i dont mind cuz there just jokeing what bugs me is i dont know what its about
………………WHAT IS THIS ABOUT XD LOL
April 5th, 2008 at 11:20 pm
All these billboards are nothing but irritating.I honestly will not go see this movie.Just a waste of time.This is also a waste of directorial time…should’ve just done a T.V. show.