This is sourced from twitter. This is a below the line promotion for an above the line event. The plane has an image of Smaug. It landing in the UK raises awareness of the film as the passengers and airport workers see this as unusual. People are likely to notice this and pay attention to further platforms of the marketing campaign. This tweet targets audience that regularly use twitter.
#Smaug touches down in the UK! @airnzuk's amazing plane landed in Heathrow this morning. #TheHobbit pic.twitter.com/F5l5KG0gNs
— The Hobbit Movies UK (@HobbitMoviesUK) December 7, 2013
Example 2:
This review is from the telegraph website which is a UK newspaper. This is below the line marketing. From this website, it is possible to understand that this review is the second most viewed article today. Although the review takes a slightly negative tone, the audience may still want to view the film to see if it is as described. This targets right wing 30 to 50 year olds who are interested in reading the telegraph.
Example 3:
I also saw bus adverts for the film however I couldn't take a picture as the rain blurred the phone camera. This is an example of above the line marketing. This bus was at Edmonton Green bus station at around 4 o'clock on thursday. This targets teenagers and school children who take public transport. I wasn't able to notice what the route of the bus was.
Example 4:
This is also sourced from twitter. This is above the line marketing. It is promotion for a Q and A session that encourages the audience to be involved in the campaign. The tweets sent via the hash tags and mentions may trend and attract the attention of other twitter users. This also targets fans of the actors as they can ask questions and hence be involved in the campaign. This takes the form of viral marketing.
We're with @TheRealLukevans ready to kick off our live #AskBard Q&A! Tweet your questions in now pic.twitter.com/svDeyyCkFv
— The Hobbit Movies UK (@HobbitMoviesUK) December 6, 2013
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