So, I got wind of a contest called GOD STILL LOVES US from a colleague, and I couldn't figure out why the phrase was so familiar. Then I finally remembered that I had read the script for I AM LEGEND a few months back for a pitch to Warner Bros., and I connected the dots. A little research later and it seems I'm not the first to let the cat out of the bag.
godstilllovesus.org is a cryptic site hosting a photoshop contest to create a sort of virtual obey campaign - spreading the GOD STILL LOVES US logo across the world - or at least the internet. The site is owned by a company called GSLU, Inc and the rules of the contest only say that it's affiliated with Time Warner. It doesn't get any more specific than that. GSLU, Inc has taken a pretty hands off approach with the moderation of the site, leaving it up to the visitors to take the forums and run with it.
It seems to be working. The forums are buzzing with activity and it's some deep philosophical conversation - not what you'd expect from a movie marketing site. Christians and atheists alike are jumping in to discuss what the logo means. Why is a biohazard symbol paired with a message like GOD STILL LOVES US? Something about that logo and perhaps the news feed on the site (links to news about disasters) have sparked some intense conversation. And with very little moderation, it's the most respectful conversation about heavy issues of religion and politics that I've probably ever seen.
From forum poster jestervr: "I totally agree with all you guys. I just discovered this site today and it's already taken hold of me.. i've read most of the threads in the past hour or so =D It's REALLY cool to read conversations between people that are actually willing to debate about such a controversial topic without getting offended. That has NEVER been my experience... ever."
This is where someone points out that it's a marketing campaign for IAL. The members of the forum don't care! They are enjoying the conversation too much. There has been a lot of speculation in the forums about the Time Warner connection (from the contest rules) but this has been a very tertiary topic of discussion. Instead, people are using the open forum (very little moderation) to discuss usually taboo subjects of religion, morality, homosexuality, politics, etc.
Having read the script, I understand how this campaign relates to the themes of the film. Once I realized the connection, I had an "aha" moment and the religious themes and the grand questions posed by the film all came rushing back. Overall, I think it's a smart guerrilla campaign and I'm interested to see how people respond to it once the movie opens.
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