Tag: Social Media

4 Guerrilla Marketing Campaigns of popular movies you love!

4 Guerrilla Marketing Campaigns of popular movies you love!

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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.

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Giant replica of T-Rex on River Thames in London

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

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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:

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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.

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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:

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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‘.

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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.‘.

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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:

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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.

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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)
Learn these 5 Essential Blogging Tips from ‘behind the scenes’ of Stephen Hawking’s International Bestseller

Learn these 5 Essential Blogging Tips from ‘behind the scenes’ of Stephen Hawking’s International Bestseller

'A Brief History of Time' book's cover
Stephen Hawking’s international bestseller, ‘A Brief History of Time’ (Image Source: The Rare Book Sleuth)

This week, I completed reading the book, ‘My Brief History’ written by Stephen Hawking. I find the memoir to be interesting and identify a lot of takeaways from its chapters. As a blogger too, I am able to relate with some key points about Blogging with the aspects mentioned in a chapter. The chapter is on Stephen Hawking’s international bestseller, ‘A Brief History of Time’.

In this write-up, I am sharing my correlations with you.

1. Purpose of writing a blog post:

Stephen Hawking had two main intentions behind writing ‘A Brief History of Time’. One was to explain on how he felt on the evolution of the understanding by humans about the universe. Other was to explain on how humans might get near in finding a complete theory… a theory describing universe and its aspects.

Next, he was clear-cut for whom he is writing the book for, as he wanted to make the book to reach as many people as possible.

Also, he was particular on the feel that the book has to offer its readers. He had been very impressed by Jacob Bronowski’s TV series, ‘The Ascent of Man’. The series had given him a feeling of achievement in the evolution of human race over years. Likewise, he wanted to convey a feeling on the progress of humans in getting to know the system of the universe. In the book, he felt that he shouldn’t explain unfamiliar concepts that weren’t essential to what he has got to say. All he felt was only to mention them and not discuss them in detail. But, despite certain ideas being difficult, he explained as he considered them essential. He decided to describe his ideas with the help of familiar analogies and a few diagrams. In this way, he hoped that most readers would feel elated on the notable progress in physics in last fifty years from then.

Here, Stephen Hawking’s purpose on writing ‘A Brief History of Time’ looks so convincing. In the same way, before starting to write a blog post, you have to ensure the following which Stephen did for his book

  • Why are you writing the blog post?
  • Who will be its target audience?
  • What information should you be avoiding in it?
  • How should you be providing information in it?
  • What will your audience gain from it?

2. Keep writing as simple as possible:

Stephen Hawking had chosen to have his book published by a publisher named, ‘Bantam Books’. One of their editors, Peter Guzzardi made him to rewrite the book so that it appeals to non-scientists too. Each time he sent Peter a rewritten chapter, Peter sent back objections and questions. Stephen felt that the activity seemed prolonging. But, at the end of the activity, he felt that the book was much better than what he had expected.

In a like manner, try to keep your writing as simple as possible in your blog post for it to reach a large audience.

3. Prefer brief to short titles:

Stephen Hawking’s original title for the book was ‘From the Big Bang Black Holes: A Short History of Time’. But, it was Guzzardi who changed the title to ‘A Brief History of Time’. Stephen Hawking considered this change as a stroke of genius. He felt that the title change would have contributed to the book’s success. Post which, there seem to be a lot of books like ‘A Brief History of Thyme’, imitating the title.

All these sum up the importance of writing catchy and brief headlines. Bloggers can make use of CoSchedule’s free Headline Analyzer to write such headlines.

4. Review the post before publishing it:

When the book was nearing publication, a scientist who was about to review it found in its advance copy a lot of errors… errors in the labels of the photographs and diagrams. Hence, ‘Bantam Books’ had to recall and scrap the entire printing. Following which, in an intense way, they spent three weeks to correct and recheck the entire book.

This situation summarizes on how crucial is a review before a book’s publication. Lesson learnt from the situation applies before a blog post publish as well.

You can review your content in two ways. First, read aloud the content that you have written to identify the mistakes in it. Second, provide your content to your family members or friends and get a review done.

5. Choose apt Social Media channel to distribute blog posts:

As Stephen Hawking wanted to take the book to a large audience, he opted for ‘Bantam Books’ who could help him in doing so. Also, he was so specific that he would want to create a book that would sell in airport book stores. ‘Bantam Books’ had not specialized on publishing science books till then. But, their books seemed to be available in a wide manner in airport book stores.

This scenario implies the significance of opting apt channel to distribute content. Likewise, it’s essential for bloggers to opt an apt social media channel (E.g. Facebook, Twitter etc.,) to promote blog posts.

Before starting to write your next blog post, think on the above mentioned Stephen Hawking’s efforts… efforts in bringing out his book and making it as an international bestseller. Then, try panning out your blogging efforts in the same way. Stephen Hawking’s efforts and spirit behind, may inspire and be followed in blog posts.

What Black Panther teaches about ‘Grassroots Marketing on Social Media’

What Black Panther teaches about ‘Grassroots Marketing on Social Media’

Black Panther Portrait
Image Source: Marvel Studios

Recently, I happened to read the article, ‘Grassroots Marketing in the Age of Social Media’. I could relate many aspects in it with Marvel Studios’ marketing efforts for ‘Black Panther’. So, I have come up with this article by jotting down my observations. Now, let us take a look at the efforts and the corresponding takeaways:

1. Understand your audience:

In Grassroots Marketing, it is of primary importance to understand your audience.

On the day of Black Panther‘s release, ‘Captain Marvel‘ star Brie Larson tweeted as below

This tweet based on the theme, ‘Pay it forward‘ did sound striking. Thereby, it generated a considerable number of comments, retweets and likes.

To come up with a campaign and result as mentioned above, you have to understand your audience.

Takeaways:

To understand your audience,

i) Know whether your audiences are available in social media

ii) In case, if they are, know which platforms (g.: Facebook, Twitter etc.,) they are using and are active on

iii) Know the person who can spur a grassroots marketing campaign for your product or service

(Here, the person could be a celebrity or an influencer)

iv) Engage your audience, using the person, in a way that relates to your product or service

2. Mobilize your audience:

When you have a considerable audience, you need to engage them via various activities. In other words, you need to mobilize your audience. Marvel Studios knows this.

Before the release of ‘Black Panther’, Twitter and Marvel hosted a live-stream Q&A with the cast and crew of the movie. To make fans join the conversation, Twitter provided the hashtag, ‘#BlackPantherLive’.

And, Tumblr conducted its first-ever video ‘AnswerTime’ with the cast of ‘Black Panther’.

Besides, Marvel is encouraging fans to submit their Black Panther arts to it in social media. It is offering them the hashtag, ‘#BlackPantherFanArt’ to share their artworks. This campaign of Marvel has been receiving a lot of submissions. The arts are being shared in the official social media pages of ‘Black Panther’ by crediting the fans.

Also, Marvel is making fans to share the photos of them dressed up in Wakanda-esque costumes. For this campaign, it provides them the hashtag, ‘#WakandaStyle’. Marvel posted few of such photos in the social media channels of ‘Black Panther’.

Takeaways:

To mobilize the considerable number of audience that you have,

i) Conduct light-hearted events related to your business in popular social networks (g. Facebook, Twitter)

ii) Encourage them to involve in the events by providing customized hashtags

iii) Leverage video features of popular social media to showcase events like Q&A sessions… sessions about your product or service

3. Encourage your audience to speak out about your product or service:

Another important Grassroots Marketing approach is to encourage your audience to speak out… speak out about your product or service.

Marvel created customized Twitter Emojis for certain ‘Black Panther‘ characters… for characters like ‘Black Panther‘, ‘Nakia‘, ‘Kill Monger‘, ‘Shuri‘, and ‘Okoye‘. And, it encouraged the fans of ‘Black Panther’ to tweet the name of their favorite character from the movie… name preceded by a hashtag.

Also, the fans were asked to share their favourite track on Black Panther album.

And, Marvel prompted the fans to take part in a sweepstakes contest. It encouraged them to share their favourite Black Panther memory or their personal photo using the hashtag, ‘#Marvel10YearSweepstakes’. Here, Marvel advertised that the fans might get a chance to win a trip to ‘Avengers: Infinity War’ premiere.

Takeaways:

To encourage your audience to speak out about your product or service,

i) Conduct contests with announcements about a chance to win prizes

ii) Make them speak out about product or service as part of the contests

iii) Start simple conversations as Marvel did of fans’ favorite character and track

With these grassroots efforts on social media, Marvel has generated a buzz for its movie. In turn, this has helped in upping the Black Panther‘s prospects at box-office in a notable manner.

So, tailor the campaigns of Marvel for ‘Black Panther‘ to suit your product or service needs. And, enhance your business prospects.