I can’t blame many media outlets for thinking that Campus Crusade is promoting seeing/reading the DaVinci Code. Press is picking up and we’re trying to set that notion straight.

But I can understand the confusion.

Anyway, I found this article explaining some of the offline marketing we’ve been doing for DiscussDaVinci.com (full disclosure: I only work on the blog content, function, and online viral marketing).

The Discuss DaVinci campaign, which hits Vancouver, Calgary, Edmonton, Winnipeg and Toronto, is aimed at two audiences - the Christian public and the general population. For the former group, Douglas’ in-house team of eight created church packs (”as part of a push strategy”, he says) including a video, resource samples, and collateral pieces for the more than 450 churches within the group’s network. Ads were also placed encouraging dialogue in Christian print and radio media.

As part of the non-Christian strategy, Douglas says: “In terms of event marketing, volunteers will give out 20-page mini-magazines (a companion guide for the film, complete with resources) to folks at theatres going in to see the movie.” Cards touting the site’s URL will also be doled out. Non-Christians should also expect in-theatre ads beginning May 26 aimed to stimulate traffic to the site as well.

Right now we’re topping out just under 600 unique visits/day.

UPDATE: One of the movie ads has been censored!

[tags]davinci code, discuss davinci, discussdavinci.com, marketing da vinci code[/tags]