Tag: IT Movie

4 Guerrilla Marketing Campaigns of popular movies you love!

4 Guerrilla Marketing Campaigns of popular movies you love!

Collage
A collage of stills from Jurassic World: Fallen Kingdom, Ant-Man, IT and Deadpool

This happened a week ago.

IT looked much like how the savage beast thrust the doors of a cargo hold in the climax of The Lost World: Jurassic Park.

IT prompted many among the passersby to double-check on what they saw.

IT made the commuters click photos and share them on social media.

Thereby, IT spurred a series of conversations from netizens… and a sequence of interpretations from media houses.

IT…IT…IT…IT…What was IT?

IT was a giant replica of a dinosaur breaking out of a container on a boat, which floated on River Thames in London.

Dd8PTqqU8AE2vaq
Giant replica of T-Rex on River Thames in London

IT appeared like the ‘recreation’ of the below scene from Jurassic World: Fallen Kingdom.

giphy

This event, presumed to be a stunt for Jurassic World: Fallen Kingdom, is unusual… unusual in the case of movie marketing. By that means, it serves as an ideal example of Guerrilla Marketing.

This occurrence made me recall few Guerrilla Marketing campaigns… campaigns implemented for certain movies. In this article, I present them to you.

‘Ant-sized’ bill boards for Ant-Man:

ant-man
A still from Ant-Man

It was way back in 2015. Marvel Cinematic Universe superhero, Ant-Man was about to launch his first feature film. By then, Mr. Glasses (an Australian experiential marketing agency) pitched in to promote Ant-Man among the Australian audience.

For promotion, they launched a ‘miniature campaign’. As part of the campaign, they created 200 mini billboards. In other words, they shrunk traditional billboards… like how Ant-Man contracted in size in the film.

opera
A mini billboard created for the ‘miniature campaign’

The boards contained the name of the movie, production house and the movie’s release date. The boards were then placed in areas where they could garner much audience attention. They got placed across Sydney, Melbourne and Brisbane.

This promotional activity created a sensation. The campaign got mentioned in a handful of world renowned newspapers and magazines. As a result of the surge in the popularity of the drive, Marvel booked mini billboards worldwide.

The campaign done on a budget of $22K yielded the well-set launch pad for the movie, Ant-Man.

‘Scary’ drive for IT:

Rothman-IT
A still from IT

In 2017, Village Roadshow deployed a weird drive to promote the horror flick, IT. This promotion is yet another brain child of Mr. Glasses.

The campaign included two activities. First was to create hand painted murals. The agency made street artists to create murals depicting their versions of Pennywise. They did so as they had restrictions in using the imageries of the clown that appears in the movie. The artists splashed their artworks on the walls of Sydney, Melbourne and Brisbane. The drawings contained texts such as ‘YOU’LL FLOAT TOO‘, movie name, release date and the hashtag, ‘#ITMOVIE‘.

Mr-Glasses-Roadshow-Experiential-IT-Red-Balloons-James-Jirat-768x440
A hand painted mural

And, second was to tie red balloons to storm water drains. Alongside the drains was the message, ‘IT IS CLOSER THAN YOU THINK. #ITMOVIE IN CINEMAS SEPTEMBER 7.‘.

Mr-Glasses-Roadshow-Experiential-IT-Red-Balloons-1
Balloons tied to storm water drains alongside which is the message, ‘IT IS CLOSER THAN YOU THINK. #ITMOVIE IN CINEMAS SEPTEMBER 7.

This marketing by the agency went viral globally.

The red balloon has been prominent not only in the movie, IT but also in its marketing as mentioned above.

Both activities sound striking despite the very tight budget (as mentioned in the website of Mr. Glasses) of the client.

Blu-ray packaging stunt for Deadpool:

Deadpool-2-poster
A still from Deadpool 2

Among the many innovative marketing of Deadpool 2 is this one, which happened in Walmart. It was business as usual for Deadpool. Once again, he broke the fourth wall and got into the act of the movie’s marketing.

People were in for a surprise to see Deadpool taking over the endcap of Blu-ray movies of which he is not a part of. Some of the movies that Deadpool took over are Predator, The Terminator and Logan. In specific, the packaging stunt involved movies affiliated with Fox Home Entertainment. And, those which were iconic to a degree and had a noticeable art.

deadpool-blu-ray-qa-sm-vertical-2018
Deadpool taking over the endcap of Blu-ray movies in a Walmart store

The stunt appeared as bizarre and witty as the nature of Deapool. Fox Home Entertainment‘s in-house team along with Neuron Syndicate (Los Angeles based advertising agency) pulled off the stunt.

Conclusion:

All the above mentioned advertisements got placed in unusual and unexpected locations. And, the methods used by them were unconventional. Also, the strategies should be the first or the only ad executions of this kind (or should be so for a period of time). Thereby, they serve as perfect illustrations of Guerrilla Marketing.

What other movie marketing tactics you sense to fit the bill? Let me know in the comments!

(Photo Courtesy: Universal Pictures, Marvel Studios,
Warner Bros. Pictures and Adweek)
Emoji Marketing: 5 Smart Examples from Famous Brands

Emoji Marketing: 5 Smart Examples from Famous Brands

Emoji Marketing 5 Smart Examples from Famous Brands
Emoji Marketing: 5 Smart Examples from Famous Brands

Taking a look at the history of emojis, and its evolution over the years since its inception, makes me feel awe over the monumental growth of the digital language. I feel that the uncomplicated nature of the emojis has been the primary reason for them to attain the status on what they are today. As people have been using the emojis in their day-to-day digital communications, brands have been pushed to leverage the icons effectively in such a way that their efforts benefit their products. By having a look at the usage of standard emojis (Unlike the custom emojis of films like Wonder Woman, War for the Planet of the Apes or Transformers: The Last Knight) by various brands across the social media circle, I have picked 5.

Now, let us begin our count down.

5) IMDb

After the release of the ‘IT’ trailer, the fans of ‘IT’, and probably those of the horror movies, would be mentally inclined towards the ‘horror’ factor. To capitalize on this aspect and engage the audience, IMDb offered a chance, via a tweet/post from their official Twitter/Facebook account, to its audience to comment their favourite scary movie in emojis.

IMDb Twitter
IMDb’s tweet to engage its audience
IMDb Twitter replies
Audience’s replies to IMDb’s tweet
IMDb Facebook
IMDb’s post to engage its audience
IMDb Facebook comments
Audience’s comments to IMDb’s post

4) Target

Via creative means, Target had wished for the World Emoji Day 2017 from their official social media accounts, by recalling one of its significant occasions. Utilizing standard emojis like ‘Hot beverage’, ‘Dress’, ‘Womans hat’, ‘Womans sandal’, ‘Chocolate bar’, ‘Strawberry’, ‘Handbag’, ‘Nail polish’, ‘Notebook with decorative cover’, ‘Smiling face with open mouth’ and ‘Chequered flag’, Target had made a representation which they titled as ‘Classic Target Run’.

Target Twitter
Target’s ‘Classic #TargetRun‘ tweet

 

Target Facebook
Target’s ‘Classic #TargetRun‘ post

3) 24AM STUDIOS

In addition to promoting its movies using conventional approaches, 24AM STUDIOS – the makers of Sivakarthikeyan’s 2016 Tamil romantic comedy, ‘Remo’ – has been engaging with its audience in the social media circle via innovative means. On the Seventeenth of the July, the production house had embraced the World Emoji Day by coming up with an engaging tweet that was intertwined with the aspects of Remo. In the tweet, the followers of the twitter account of 24AM STUDIOS, were provided with four standard emojis such as ‘Information desk person’, ‘Syringe’, ‘Dancer(medium light skin tone)’ and ‘Older man (light skin tone)’, which symbolically referred to four among the different makeovers of Sivakarthikeyan in ‘Remo’ and were offered a chance to comment their favourite emoji. This activity was done in Facebook as well.

24AM STUDIOS Twitter
24AM STUDIOS’s tweet to engage with its audience
24AM STUDIOS Twitter replies
Audience’s replies to 24AM STUDIOS’s tweet
24AM STUDIOS Facebook
24AM STUDIOS’s post to engage with its audience
24AM STUDIOS Facebook comments
Audience’s replies to 24AM STUDIOS’s post

2) Rotten Tomatoes

In the case of the Twitter account of ‘Rotten Tomatoes’, the standard ‘Tomato’ emoji is utilized after the hashtag, ‘#Tomatometer’ in most of the tweets that contain the movie’s Tomatometer score or rating.

Rotten Tomatoes Twitter
Rotten Tomatoes’s tweet with the Tomatometer rating for the movie, ‘Atomic Blonde

In the case of the Facebook page of ‘Rotten Tomatoes’, the standard ‘Tomato’ emoji is utilized at end of most of the posts that inform the movie’s ‘Certified Fresh’ status.

Rotten Tomatoes Facebook
Rotten Tomatoes’s post announcing the ‘Certified Fresh‘ status for the movie, ‘Dunkirk

1) IT

In the official teaser and trailer of the film, the clip of the movie released in the MTV Awards, the Fan Art Contest conducted by the makers and the other promotional activities of ‘IT’, the red balloon has gained a prominence. This prominence has extended to the social media accounts of ‘IT’ as well, where the name of the movie’s Twitter account possesses the ‘Balloon’ emoji that already exists in Twitter. Occasionally, the tweets/posts of the movie’s Twitter/Facebook account possess the ‘Balloon’ emoji. It appears as if the ‘Balloon’ emoji is tailor-made for the social media accounts of ‘IT’.

IT Movie Twitter Profile Name
Standard ‘Balloon‘ emoji in the Twitter profile name of the movie, ‘IT’
IT Movie Tweet
Tweet from ‘IT Movie‘ containing the Standard ‘Balloon‘ emoji
IT Movie Tweet from Entertainment Weekly
Tweet from ‘Entertainment Weekly‘ containing the Standard ‘Balloon‘ emoji
IT Movie Facebook Post
Post from ‘IT Movie‘ containing the Standard ‘Balloon‘ emoji

What are your favourite emoji marketing picks? Share with me in the comments section!