Unit 6 Learning Aim A Resubmission
Media campaigns
Introduction
A planned campaign to advertise a good or service. An advertising campaign is a well designed strategy that is implemented across several media in order to achieve targeted results like higher brand awareness, increased sales, and improved communication within a certain market. Advertising campaigns spread the word about items via a variety of media, including print, radio, television, and online platforms. Campaigns can use demos, video conferencing, and other interactive approaches in addition to traditional advertising. Franchisees and businesses operating in highly competitive marketplaces may frequently launch marketing campaigns and invest significant resources in building brand awareness and driving sales
CASE STUDY
Toy Story
Production InformationToy Story is a 2010 American 3-D computer-animated adventure comedy-drama film directed by Pixar and distributed by Walt Disney Pictures. The film was released in theatres on June 18, 2010 the 11th film produced by Pixar. Lee Unkrich took over as director after editing the previous films and co-directing the second. Marketers tasked with raising awareness and excitement about the upcoming film are targeting teenagers and 20-somethings who are likely to have seen the first film in the series 15 years ago. These customers may have a sentimental attachment to the franchise. What they will almost certainly have is a proclivity to serve as valuable brand ambassadors. While this audience segment may have enjoyed the first film in the series, its tastes and preferences have since changed. This generation is far more interested in watching thrillers and spending time on social media than in paying to see a supposedly kid-friendly movie about toys.
Target Audiencet
The original Toy Story film was aimed at children aged 6 to 12, but it was enjoyed by people of all ages. The sequels Toy Story 2 and Toy Story 3 were aimed at children aged 7 to 14, but people of all ages enjoyed them.
Communication Channels and Platforms
Posters/Billboards
Pixar Animation and Disney began their advertising campaign for the film Toy Story Film with a teaser poster with the tagline "no toy gets left behind."We know it's Toy Story just by looking at the Massive 3, and we know the colours represent the brand.This poster connects with public knowledge of the previous film, indicating the possibility of a sequel story line once about the rescue of a character.These posters were put up around on buses and bus stops because that’s a common place for kids to be with their parents or with friends to get to places,
Toy Story 3 Parking Garage billboard poster on 33rd Street near 5th Avenue New York City 6/3/2010 Pixar Disney Buzz Lightyear Woody Cowboy Computer Animation Cartoon Character Transportation Street
A very busy place to put billboard so it gets more people attention, the use of more then 1 billboards in line one after the other is a very effective way because its like a way of seeing most posters.
Slowly, the campaign became more exclusive and began to present the audience's old favourite characters; due to the fanbase of the characters and film, the audience was quickly drawn in because they knew what they were expecting. These posters simply stated that the old characters would be appearing in the film.
Following the release of the new Toystory 3, the posters introduced new characters such as lots o huggin bear, Peas in a pod, and Ken, which piqued people's interest because they were eager to see more new characters and learn about their roles in the film. People gradually became interested in them as they were presented in the posters. Also Pixar made one-sheet posters and put them on top of billboards. Billboards are one of the best methods of advertising as it means everyone going through their day will see it, whether it be people driving, walking ecetera. Thousands of people pass a billboard everyday so that's thousands of potential new audience members.
Trailers
The campaign then continued, beginning with the distribution of teaser trailers that simply show the characters coming together with the film title. The title gives no indication of the plot; it simply depicts a reunion of the characters and their personalities. The first trailer didn't reveal any plot details, but it did show the toys assembling and creating the title screen.
The trailer for Toy Story 3 picks up where the previous film, Toy Story 2, left off, with Andy playing with his toys.The scene then shifts to Andy playing with his toys as he ages, symbolising his status as a "college student," and leaving his room, symbolising his departure from his past.
The most recent trailer was the second full trailer, which was similar to the first but focused more on the action and more complex storyline elements. The audience was shown key points of the story through the use of intertiles, which are based on the traditional toy story text design.
Online
The Toystory campaign had its own official website, which was the first online advertisement. The official website included games, a gallery of stiles from the film, and one sheets created for promotional posters to encourage audience interaction. There is also a section devoted to 'the movies,' which includes information about previous films, news about the third film, video clips, and reviews of all three films.
Twitter: follow me on Twitter Pixar collaborated with the social media site to make Toy Story 3 a trending topic. When a story is trending, it means that it is very popular, and the trending page is accessible to every Twitter user on the planet.
Ad: For the iPhone 4, Pixar released an iAd (advertisement that allowed third-party companies to have their ads on Apple apps).
Facebook: A special page was created that allowed people to directly purchase tickets for the film, and you can share when you purchased tickets, which may encourage others to do the same
Features of campaign
Pixar agreed a deal with Toys R'Us which said that TRU would have specific sections of their stores selling nothing but Toy Story related products. This is effective as this will create a form of advertising in itself, word of mouth, if people see TS products then they'll tell others about it which creates a sense of excitement for the film.Toy Story collaboration with Toys R Us resulted in the shop creating a separate section for Toy Story characters toys in order to increase the views of their campaign. As they progressed, they collaborated with product companies such as Kelloggs, which created promotional packaging for their product. Kellogg's (the cereal brand) also launched special promotional Toy Story boxes; this is an important technique because Kellogg's is one of the largest food brands in the world, and this will help get the film in front of as many people as possible. It will also benefit Kellogg's because TS3 was one of the most talked about films, which means more customers as people want every piece of Toy Story merchandise possible.
Evaluation
To summarise the entire campaign, toy story was a huge success. Toy Story movies, especially Toy Story 3. Toystory 3 had a budget of $200 million and made 1.067 billion dollars. The Toy Story films have grossed more than $3.3 billion worldwide, making them the 19th highest-grossing franchise and the third highest-grossing animated franchise. With cutting-edge technology and a touching story, the film captivated audiences. Toy Story's hard work paid off when it became one of the highest grossing films of 1995.
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