Kill Your Darlings - Tracking of Marketing - Week 4

Example 1:

This is a twitter competition that is above the line, as the distributor would pay for the prizes. The needs of participation are fulfilled with the concept of the competition. The audience have a service provided which is the potential poster that they could win. This encourages viral marketing as the entry for the competition is a tweet. The tweets are also involved with a hashtag. This particularly appeals to Radcliffe fans and generally appeals to twitter users.

Have YOU seen #KillYourDarlings yet? Tweet us 5 word reviews for a chance to win a poster signed by #DanielRadcliffe! pic.twitter.com/csvxg9wzlg
— Kill Your Darlings (@KYDFilmUK) December 8, 2013

Example 2:

This review is from empire magazine website. This is a below the line source as it is reportive of the film. It is a trust worthy source for film fans since it is a critical review.

The Hobbit: The Desolation of the Smaug - Tracking of Marketing - Week 4

Example 1:

I found this post from a page on facebook that posts photos of unusual landscapes. This is below the line marketing as it has been shared by members of the public. This reaches an audience who are interested in photography and captured landscapes who  would generally be 15- 24 year olds.

Example 2:

At Enfield cineworldcinema there are displays of the Hobbit. This is above the line marketing as it has been financed by the distributors. This is eye catching and it reaches people who go to the cinema. This would generally be 15-24 year olds who are the biggest cinema demographic.

Upstairs covers the whole wall

There were two of these next to eachother outside the girls toilets

Example 3:

This is above the line marketing but is cheaper as it is on an online platform. This reaches an audience who are computer literate. This platform has connectivity as when clicked on, it directs the audience straight to purchase tickets. This may be suitable for over 18s as they will have their own credit cards.

The Hobbit: The Desolation of the Smaug - Tracking of Marketing - Week 3

Example 1:

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

Kill Your Darlings - Tracking of Marketing - Week 3

Example 1:

The is a below the line feature on Front Row, a radio show on BBC Iplayer. It was originally aired on BBC Radio 4 on Thursday 5th December 2013 at 7:15pm. At the beginning of the programme a snippet of the trailer is aired 00:27 to 00:47 and 22:19 to 28:35. This review reaches intellectual viewers of radio four and arts fans.

Example 2:

This post by glamour magazine is below the line marketing for kill your darlings. This targets 16-25 year old audience which is skewed to girls. The main reason for this is because this audience is from the Harry Potter generation and therefore would be interested in the film because of Daniel Radcliffe's role. The video enables the audience to feel as if they have exclusive information about the film.

Example 3:

These tweets reach an online audience via viral marketing which is below the line. These are from non-distributor sources. This is because they benefit from the promotion of this focus on the star name, Daniel Radcliffe. This reaches fans of the star and the arts.

Daniel Radcliffe "pleased and proud" of his performance as poet Allen Ginsberg in Kill Your Darlings. http://t.co/xfPIm6fKv8
— BBC Ents News Team (@BBCEntsTeam) December 5, 2013

In London? Dan will be personally attending this evening's 8:45pm screening of @KYDFilmUK @CineHaymarket
— DanRadcliffe.com (@danradcliffecom) December 7, 2013

Example 4:

This facebook post is an example of below the line marketing. However what is seen in the image is above the line marketing as the council is paid for the quotations to go on the posts. This reaches the common passerby and intrigues the audience. The hash tag is a reference so the audience can be keen to find out what KYD means.

The Hobbit: The Desolation of the Smaug - Tracking of Marketing - Week 2

Example 1:

This is an audience voting opportunity which is below the line marketing. The source is the Empire online magazine. This reaches immersive film fans and it a successful form of marketing because it creates a sense of involvement through the contributable capacity of voting. This can use audience opinion to persuade the readers to go and see the film.

Example 2:

I came across this advert while I was watching a youtube web series. This is an effective above the line method to reach audiences as the first 5 seconds of the advert couldn't have been skipped. After the advert finished, there is a promotion for the film beside the video. This reaches the technology native audience.

Kill Your Darlings - Tracking of Marketing - Week 2

Example 1:

Source twitter. This is an above the line promotion for the film.It acts as a teaser for the audience so they become more interested in the film. This is one of many tweets that include a picture with a quotation from the film. This gives the audience a feel of the film and reaches twitter users who have followed @KYDFilmUK. This is also useful as it attracts attention of the audience who are scrolling down their timeline and notice the big image.
 
 Sometimes it’s hard to see how deep you’ve fallen until it’s too late. – ever been there? #KILLYOURDARLINGS pic.twitter.com/ESGqxyu4rW

— Kill Your Darlings (@KYDFilmUK) November 30, 2013

Example2:

Source: Official Kill Your Darlings Facebook Page updated at 18:05 on Monday 25th November 2013. This is a competition to win a poster signed by Daniel Radcliffe.
Above the line marketing. Encouraged to be made viral. Reaches audience thorough interaction. It also reaches Radcliffe and Potter fans. 

The Hobbit: The Desolation of the Smaug - Tracking of Marketing - Week 1

Example 1

Source: In the Foyer of the Wood Green Cineworld. This is above the lie marketing as these adverts are financed by the distributor and placed in the cinema chain to target the mass cinema audience.

The Hobbit: The Desolation of Smaug - Using the Internet to promote a movie release in the UK

Example 1:

This is a production diary video linked from the verified "The Hobbit" page. The source is the distributor, Warner Brothers Pictures. This is a below the line example of marketing as it can be marketed virally. It is attempting to reach immersive fans of the fantasy adventure genre and the technology-native generation such as the core cinema audience, ages 16-25. It also has a personalised appeal and direct reach to audience by being available through facebook through shortform content.

Example 2:

There was a competition to win tickets to The Hobbit fan event in London. This was displayed on the Empire website which seems to be an above the line platform as it will have required a lot of financing.It attempts to reach fans of the trilogy from worldwide as it states "global fan event". It is a valuable marketing opportunity because it involves the audience and therefore will build a greater interest about the film within them. This would cause them to like the film and go to see it at the cinema.

Example 3:

There is a post on the fan-website, Middle-Earth News that is below the line as it promotes content that was from the distributor. The source is the Warner Brother Pictures YouTube channel. This way, it is valuable to reach the hard-core fans of J.R.R. Tolkein and it reaches a core audience of 20 to 30 years.

Kill Your Darlings - Tracking of marketing - Week 1

Example 1:

Source: On ITV at 18:15 and ITV+1 at 19:15- ITV News London
It is below the line marketing because it is filmed and aired on ITV as part of its News programme.
The event is above the line.
The airing of it on television is below the line.
Targets: Family audience as it was on the 6 o'clock news.

 

Example 2: 

Source BBC IPlayer on 18th November 2013. This is below the line marketing as it is mutually beneficial for the one show and Kill Your Darlings film.

Targets: Adults aged 40+. 

Example 3:

Source: twitter from another contributer. This is a photo of a projection of the exhibition. This reaches passers by and raises awareness of the film.

Sian Storey Art in #Camden right now as part of the #KYDcutUP exhibition @KYDFilmUK pic.twitter.com/Je2fMLFcME
— Sian Storey Art (@SianStoreyArt) November 23, 2013

The Hobbit: The Desolation of the Smaug - Tracking of Marketing - Before official tracking

Example 1:

This is an article from the BBC. It details the specifics of a New Zealand city, Wellington, being officially renamed as "Middle Earth". This is the city where The Hobbit premiere will take place.

The new name will be reflected on postmarks on letters and the main local newspaper as the city "has been integral in bringing the fantasy world of JRR Tolkien to life on the big screen".

This will cause wide media attention which will result in reporting for the film. It would especially attract attention in New Zealand as it is more relevant to the area.

Kill Your Darlings - Tracking of Marketing - Before official tracking

Example 1:

This is a news feature on Kill Your Darlings that is heavily centred on Daniel Radcliffe and the film. The source is BBC news. It reaches media geeks and people who are interested in entertainment and arts.