“Hype marketing” or “pre-launch buzz marketing.” It involves creating a massive buildup of expectations before the actual product or service (or in your example, a movie) is released. Hype marketing can generate initial attention and excitement, but the product’s long-term success depends on whether it delivers on the promises.
Here are some examples of businesses and scenarios where this type of marketing has been widely and highly successful:
- Apple (iPhone Launches)
Apple is perhaps the best-known example of a company that leverages hype marketing to perfection. Every year, the build-up to iPhone launches creates massive anticipation and excitement, often months before the actual product is available. The media, analysts, and fans speculate on features and designs, creating a buzz that almost guarantees strong early sales. Apple has consistently delivered on its products, making the hype effective. - Tesla (Cybertruck Announcement)
Tesla’s Cybertruck is a great example of hype marketing. The unusual design of the vehicle sparked viral discussions long before its release. While the product isn’t even fully available, the pre-orders were massive, largely due to the hype around the design, Elon Musk’s personal brand, and Tesla’s innovative approach. Tesla builds anticipation through unconventional marketing, often with no traditional advertisements. - Video Game Industry (Cyberpunk 2077)
Cyberpunk 2077, developed by CD Projekt Red, was heavily hyped before its release. Trailers, celebrity endorsements (like Keanu Reeves), and years of pre-launch anticipation built massive expectations. While the game had one of the biggest launches in gaming history, it faced backlash after release due to bugs and underwhelming performance on older consoles. This is an example where hype marketing worked initially but didn’t lead to long-term success due to product issues. - Kickstarter Campaigns
Many crowdfunding platforms, like Kickstarter, thrive on pre-launch hype marketing. Projects often gain significant traction before they’re even finalized, with companies using teaser videos, prototypes, and community engagement to create excitement. Pebble Smartwatch, Oculus Rift, and Exploding Kittens (a card game) are examples of Kickstarter campaigns that used hype marketing successfully to fund and launch their products. - Fashion Industry (Supreme)
Supreme, the streetwear brand, is known for leveraging hype marketing to create demand. They release limited-edition products with minimal traditional advertising, relying on social media and word-of-mouth to build up excitement. Their business model creates a sense of exclusivity, which fuels pre-launch hype and leads to instant sell-outs. This approach keeps the brand’s desirability high and helps maintain long-term success. - Film Industry (Marvel Movies)
Marvel Studios has mastered the art of building hype around its cinematic universe. Each movie release is tied into a larger narrative, and months of teasers, trailers, and marketing campaigns lead to huge box-office openings. Marvel fans eagerly anticipate the next release, creating a continuous cycle of excitement and strong opening weekend performances. - Movies (The Blair Witch Project)
The Blair Witch Project is one of the earliest examples of a film using viral marketing to generate hype. The creators of the movie used a faux documentary style and built a narrative around the “true story” of the Blair Witch, generating enormous anticipation before the movie’s release. The strategy worked, as the film became a cultural phenomenon, despite a modest budget.
Key Takeaways:
Short-term success can be driven by hype marketing, as it builds anticipation and creates an initial sales boost.
However, long-term success depends on whether the product lives up to the hype. When expectations are unmet, customer trust and brand loyalty can suffer.
Hype marketing works best for exclusive or limited-edition products, innovative launches, or products with a strong brand narrative.
Companies that consistently deliver on their promises, like Apple, Tesla, and Supreme, manage to make hype marketing a sustainable part of their strategy.