The social network was marketed purely on the facebook factor. The fact that facebook is one of the most widely used websites in the world was a large enough pull factor to base all of the marketing around, from the posters, to the trailers of which there were three and also the publicity, marketing it on websites such as facebook itself.
The poster was a fundamental part of the marketing process. They only released one poster which was of the main actor Mark, and they portrayed the poster as if it was a computer screen, and the picture of Mark was one of his pictures on facebook. However this was very cleverly done. If you look closely you can see that the computer screen is actually flipped on its side. The scroll is on the bottom and the web key was on the side. This is rather disorientating at first but makes the viewer more interested in the poster, and resulting in him being more interested in the film.
Another fundamental part of the marketing campaign is the teaser trailers. Personally I feel it was one of the most effective teaser trailers i have ever seen. It is a 1 minute scene of essential quotes from the film on the illustrious facebook chat. Again this uses the facebook idea as the main pulling point, as it is something that the majority of what the target audience will be able to relate to.
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