Marketing 'The Da Vinci Code'

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG134 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Media and Entertainment
Case Length : 12 Pages
Period : 2003 - 2006
Pub Date : 2006
Teaching Note : Available
Organization : -
Industry : Media and Entertainment
Countries : Europe, USA


The case is about the marketing of 'The Da Vinci Code', the international bestselling novel by Dan Brown.

The novel was later made into a motion picture, which generated a lot of controversy with various Christian groups protesting against it.

The case describes how word of mouth publicity resulted in the huge success of both the book and the movie.

It also discusses the ethical issue of using controversy as a promotional tool.


Understand the importance of word of mouth / viral marketing in the promotion of a book or a motion picture.

Appreciate the increased use of viral marketing as an effective promotional tool with the advent of the communications revolution.


  Page No.
'The Da Vinci Code' - Breaking New Grounds 2
An International Bestseller 4
A Word-of-Mouth Success 5
Promoting the Motion Picture 6
'The Da Vinci Code' Mania Spills Over 7
A Dishonest Marketing Campaign? 11
Exhibits 15


The Da Vinci Code, Word-of-Mouth Publicity, Viral Marketing Campaign, Marketing Ethics, Co-Branded Promotion, Bestselling Novels, Doubleday Broadway Publishing Group, Sony Pictures Entertainment Inc., Dan Brown, Sony Ericsson Communications AB, Google Inc., Kayak Interactive, Internet Marketing Campaign, Motion Picture Marketing, Buzz Marketing

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