This film went for a very modern but unconventional marketing approach by posting emoji billboards around cities, they are memorable because it doesn’t outright say ‘Deadpool’ so the user has to work out what it means.
They also put tinder profiles of the Deadpool character, which gained attention because it was absurdly different. However these obscene marketing strategies worked due to the high amount of money it made.
They also went as far as putting down other rival films:
This is an excellent strategy because it caters to its target audience, the young adults by using unconventional social media techniques (which many young adults use) and catering towards their sense of humour, making fun of others because modern comedy is all about ‘roasting’ others. This strategy worked extremely well as the film made a large amount of money.
This marketing strategy involved fans of the upcoming film to get involved in a worldwide interactive puzzle game. Players had to gather at locations and online to find clues, there were many different kinds e.g. clouds messages in the sky, messages inside cakes, phone calls from characters in the film. They also got fans as part of the game to post videos and images online of why they love the character ‘Harvey Dent’ which only increased it presence online and in the real world. This got the fans involved like no other film has done before which made them gather a large presence with iconic features e.g. the joker’s face paint.
This strategy also worked really well as it is one of the top grossed movies of all time.
The target audience again is young adults, different from previous batman films due to its violent and dark themes. They catered well to them as they used the internet to capture their attention, which is predominantly used by young adults.
The main similarity between these 2 strategies is that they stand out because of how different they were and the interaction with fans they had. So perhaps in my plan I should include heavy interaction with the audience in a obscene way to gather attention. I also need to consider my target audience and what’s the best method to reach out to them.
Here are a couple examples of marketing went wrong:
This film did not innovative or interactive, but the reason it did not become a success was through the mixed and under whelming marketing. The first trailer shown is very underwhelming, looking like a cheap thriller with no special effects generic story-line and left out vital parts of the story, disconnecting fans of the novel.
There was a lot of fighting between the director and Disney marketing team on what to include in the trailers, this shows with the inconsistency between the two trailers, where the second is focused almost entirely on action sequences.
This alienated the entire audience, the fans of the novel did not relate to the bare bones trailers and strangers to the film are confused what its about due to the 2 entirely different trailers.
Surprisingly this film was critically appraised but didn’t make a lot of money at the box office due to bad marketing, or lack of. Warner brothers previous animated film “Quest for Camelot” did awful at the box office, The Iron giant was not given a high marketing budget. Warner brothers also turned down a burger king toy deal and was given few trailers.
So from the bad examples it can be summarized that the film to be successful in the marketing side needs to have a strong presence, otherwise its doomed to fail. It also needs to be consistent in teasing the same story structure otherwise the audience becomes confused and uninterested.
Disney (2011). John Carter Teaser Trailer. Available at: https://www.youtube.com/watch?v=b8xblwyKtfo [Accessed 6 Jun. 2017].
Disney (2011). John Carter Trailer. Available at: https://www.youtube.com/watch?v=nlvYKl1fjBI [Accessed 6 Jun. 2017].
Twentieth Century Fox (2016). Deadpool’s Emoji Billboard Is So Stupid, It’s Genius. [image] Available at: http://www.adweek.com/creativity/emoji-billboard-deadpool-so-stupid-its-genius-168991/ [Accessed 6 Jun. 2017].
Twentieth Century Fox (2016). The Most Absurd Deadpool Marketing, From Tinder to Obscene Emoji. [image] Available at: https://www.wired.com/2016/02/deadpool-marketing/ [Accessed 6 Jun. 2017].
Twentieth Century Fox (n.d.). Deadpool Vandalizes Batman V Superman Posters in Unofficial Art. [image] Available at: https://source.superherostuff.com/movies/not-official-but-awesome-deadpool-promotional-art/ [Accessed 6 Jun. 2017].
Warner Bros. Pictures (2008). Why The Dark Knight’s Viral Marketing is Absolutely Brilliant. [image] Available at: http://www.firstshowing.net/2008/why-the-dark-knights-viral-marketing-is-absolutely-brilliant/ [Accessed 6 Jun. 2017].
Warner Bros. Pictures (2009). Dark Knight – Viral Marketing Campaign. Available at: https://www.youtube.com/watch?v=VpuC7HhCPWA [Accessed 6 Jun. 2017].
Warner Bros. Pictures (2015). The Iron Giant Official Re-Release Trailer – Signature Edition (2015) – Jennifer Aniston Movie HD. Available at: https://www.youtube.com/watch?v=doSJxiYp9yo [Accessed 6 Jun. 2017].
Warner Bros. Pictures (n.d.). One of the most interactive movie campaigns ever hatched by Hollywood.. [image] Available at: http://cargocollective.com/GaryRosen/The-Dark-Knight-Known-as-the-best-viral-movie-marketing-campaign-in [Accessed 6 Jun. 2017].