Jurassic World: Fallen Kingdom may look like a action-packed movie so far, but if its viral campaign is anything to go by then there’s a sweet environmental message to be found inside. The sequel to the hugely successful 2015 release Jurassic World, the film will see a group of humans once again go to an island full of dinosaurs, this time to help save the dinos from extinction at the hands of a volcanic eruption. Of course, along the way it wouldn’t be surprising to see a fair few become carnivore fodder.
So far, the response to the film’s marketing has been somewhat mixed, with Jurassic World: Fallen Kingdom‘s initial trailer being considered by some one of the worst of 2017. However, it’s hard to stay away from a Jurassic Park film for long, and excitement has once again started to build courtesy of a Jurassic World 2 viral site called the Dinosaur Protection Group.
Initially outlining the group’s motives, the dinosaur campaign has now released its first awareness video. Titled This Is The DPG, it plays like an information video from an animal rights group, and the tone match is pulled off perfectly. Bryce Dallas Howard returns as Claire, speaking to children at a school about the importance of keeping dinosaurs safe, while also narrating the video and explaining the ideology behind the Dinosaur Protection Group.
It’s certainly a smart video, and by swapping out the dinosaur angle for any other endangered species in the real world it would effectively hit the same emotional points as informercials of the same nature. It’s also good to see some further meat put behind the reasons to return to Isla Nublar, as even for the most ardent of dinosaur-lover it seems like an extremely bad idea on paper. It also hopefully points towards more fleshing out of the characters as a whole, given that many of Jurassic Park‘s best characters are actually the dinosaurs themselves.
The choice of a viral marketing campaign is an interesting one. Often, these kind of viral campaigns work best with a film where the audience has little idea about the movie or franchise as a whole, with notable successes being The Blair Witch Project, Cloverfield, and Ex Machina, which used Tinder to help promote the film. Although there are some big names that have used viral marketing effectively, such as The Dark Knight, Jurassic World 2 is still something of an outlier and could indeed be a trendsetter if it works well.
At the end of the day, however, the film’s success will be reliant on exactly how good it is and how many Jurassic Park fans return to theaters to watch it. It’s easily one of the most anticipated films of the year, so let’s hope it lives up to its potential and continues to deliver exciting dino action – although the return of a strong plot certainly wouldn’t go amiss.