Aim: To create a separate website with an effective viral marketing strategy, potentially guaranteed to entice audiences into watching our F.M.P.
Research aims:
Research 3-5 viral/promotional film websites.
Comment on the websites following:
1. 'Prometheus'
Strengths (what they do well)
They include a website, named 'Weyland Industries' informing audiences of the fictional corporation in 'Prometheus' 'Weyland Industries' following a realistic format to the website, by including sections for application forms to sign up for a job role to the corporation.
Also included are mini games, audiences can play, as well as send their scores to social media. Thus self advertising the website and film themselves.
The website include multiple pages, including fictional information about advances in technology and energy.
The sites realistic vibe can excite audiences into wondering whether their future will be like how it is depicted on the website.
The site also includes a viral video, with the fictional founder of 'Weyland Industries', 'Peter Weyland' (portrayed by Guy Pearce) giving a talk at the 'TED TALK' convention, an actual event, where very important people give a talk about ideologies, to support different factors (e.g. economics).
In this viral video, 'Peter Weyland' addresses the real life context of how far technology has come. The video takes place in the year 2020 (WILL NEED TO CHECK), with 'Peter Weyland' talking about the development of technology. This can excite audiences into thinking about all of the exciting technology they are likely to come across in the next 8 years (at the time the video was made - 2012).
This viral video, among another do not exclude the plot of 'Prometheus', but yet signify to audiences (particularly fans), it is connected with the 'Alien' trilogy, due to 'Weyland Industries' being mentioned many times in the films as well as associated with the characters.
Fans of the trilogy will immediately feel compelled to want to watch the film, as they will feel excited to find out more about 'Weyland Industries'.
Weaknesses
Fans of the 'Alien trilogy' will likely feel more compelled to want to watch the film, due to knowing 'Weyland Industries' and gaining a minor idea that the film will explore into the industry.
Whereas more mainstream audiences will likely not be as familiar with the company.
How are the websites made appealing for the targeted market?
The website uses a very technical tone, giving of a highly advanced futuristic vibe to the film, appealing to the majority of audiences, particularly teenagers, who enjoy Sci fi and technology.
It includes links, for audiences to share their online game scores onto social media, a common source for people nowadays to communicate with one and other.
Am I able to use their Ideas?
Potentially, I could create a viral videos, associated with my F.M.P, such as the cat character doing a blog of his days doing nothing in the house hold. He could mention about his owner (I.e. protagonist teenager) making something on the computer and him having no idea what it is.
The cat could be shown using modern day technology (e.g. I phone).
2. 'Batman V.S Superman: Dawn of Justice'
Strengths (what they do well)
'Batman V.S Superman' has effectively formed a product placement scheme with 'Turkish Airlines', with a 'Fly to Gotham' and 'Fly to Metropolis' destination route.
The website include brochure information, regarding the attractions at each city, images, food menus and even mentions of the superheroes (I.e Batman and Superman) in their respective cities. This makes the characters and film have a more realistic vibe, due to the concept of potentially being able to fly to these cities, home of renowned superheroes.
Also included is a promotional video for each destination, with the fictional antagonist 'Lex Luthor' (adversary to 'Superman') promoting 'Metropolis'. Meanwhile, 'Bruce Wayne' promotes 'Gotham City'.
Weaknesses
Using the concept of an airline flight, may not be an especially popular choice of concept appeal (I.e. taking a plane flight) among many audiences.
Therefore, it is less likely to compel more people, with exception to possibly those who enjoy traveling abroad, or are fans of the D.C. universe (thus finding the concept of the fictional worlds now being an actual flight destination now being exciting).
Some audiences may not appeal to the idea of product placement, as they would much rather watch a trailer/other content more associated with the film itself, rather than seeing an unrelated product be advertised (I.e 'Turkish Airlines').
How are the websites made appealing for the targeted market?
The website includes brochures, giving of a realistically convincing vibe, as though the fictional cities are places you can actually go to, increasing their anticipation for seeing how the film is represented (in a realistic enough manner).
The website also incorporates an ironically humorous approach to the films concept of 'Batman' competing against 'Superman', by having a two sided option for audiences to either fly to 'Gotham' or 'Metropolis'.
Am I able to use their Ideas?
Unfortunately, I would be unable to associate my F.M.P with promoting another product, due to heavy costs involved.
If I were however able to, I could have potentially linked the F.M.Ps cat character with a cat related campaign (e.g. 'Blue Cross').
3. 'Deadpool'
Strengths (what they do well)
The website includes downloadable merchandise, including posters, 'Deadpool' themed emojis (appealing to teenagers going on social media) as well as opportunities to receive updates from the media conglomerate '20th Century Fox' about the film, via your email.
Also included are viral video campaigns, with the character 'Deadpool' promoting different events, including 'Valentines day' and 'Christmas', while also promoting the film and its website.
'Deadpool' also becomes associated with 'testicular cancer' and female based too. While raising the seriousness of the concept (e.g. having a medical professional describe how to check for the cancer), Deadpool gives a subtle tone of humor to the method of checking the person for cancer, using innuendoes. Thus making audiences potentially more engaged into the concept, as well as remembering the film.
Weaknesses
The website mainly centers upon fans of 'Deadpool' and could give audiences more insight into his character, by giving away downloadable comics with his character.
Although this site being appealing in terms of a distinguished character and humorous viral videos can easily tempt audiences into wanting to find out more about his character and continue to go watching the film.
How are the websites made appealing for the targeted market?
This website, being more targeted towards fans of 'Marvel' and particularly 'Deadpool' have created viral videos of 'Deadpools' character addressing the audience, as his character is renowned for breaking the fourth wall.
Therefore, audiences are likely to appeal more to his character (in terms of accuracy to the comic books and television programmes), thus feeling more excited to watch the film, having more confidence of his character being accurately portrayed.
Includes social media content, available for audiences to download, including Emojis, a common method of communication amongst teenagers.
Am I able to use their Ideas?
Potentially, posters could be created for the F.M.P and possibly downloadable on a site.
I also enjoy the concept of the protagonist breaking the fourth wall via viral videos.
4. 'Dawn of the planet of the apes'
Strengths (what they do well)
The concept of the fictional 'Simian Flu' virus bieng real, makes the film more realisitc and thus exciting for audiences to interact with the story more, in being updated about containment operations and the apes.
The use of a formal website to inform audiences about the 'Simian Flu' makes it more realistic and thus the film too.
Weaknesses
However, the concept was focused on one of the minor factors of the film (I.e the illness) and could have been a website reporting the wider scope of the ape epedemic, including fictional interviews with survivors and footage of dangerous encounters with the apes and place around many global parts, to make the fictional story seem more like an actual global epedemic occuring around the world and being reported on the news.
How are the websites made appealing for the targeted market?
The use of placing the concept of Facebook, is a social media source many teenagers and young adults use.
Am I able to use their Ideas?
I could potentially create a fictional Facebook page, giving updates related to the story of my F.M.P, or even a behind the scenes related one, giving small snippet clips of what is to come in the F.M.P.
E.g. the cat character having his own 'Facebook' page, with humorous information, such as walking around the house, sleeping in the washing machine, eating some biscuits etc.
5. 'The Hobbit'
Strengths (what they do well)
The website includes downloadable content, including soundtracks and posters.
There is an additional site called 'Explore Middle Earth', a 'Google map' based site, where people can move around a digitalized version of Middle earth, increasing the hype for the film.
'The Hobbit' also partnered with 'Air New Zealand', by incorporating a promotional air flight safety video, featuring 'Middle Earth' characters.
This also builds the tourist board for New Zealand in exciting fans of 'The Hobbit' to want to explore the different locations, where it was filmed.
There was also a separate 'YouTube' site with production blogs on 'The Hobbit' with Peter Jackson. This gave audiences small 'tasters' and hints at what to expect from the film, increasing their excitement toward the film and giving them something new to be informed about, due to the blogs regularly being uploaded.
The websites also included online mini games for people to play.
Weaknesses
Cannot think of anything.
How are the websites made appealing for the targeted market?
The concept of virtually exploring 'Middle Earth' can appeal to fans of 'The Hobbit' and 'The Lord Of The Rings', due to them being able to look at their favorite locations.
The promotional tie in with 'New Zealand' will especially excite fans, due to them seeing the 'breathtaking' locations actually being real, thus increasing their anticipation in wanting to literally go to 'Middle Earth'.
Am I able to use their Ideas?
A production blog could be incorporated, giving audiences some intrigue into what to expect from the F.M.P, as well as something to watch regularly and be informed about.
Ideas for viral marketing campaign
A 'Facebook' blog page, with the live action cat character having his own profile picture and little conventional blogs, based on teenage events.
E.g. the cat could talk about spending some time his friend cats, complain about the dogs etc.
The cat could also post a blog video, talking about how his owner is making something, though he is not too sure what it is.
Alternatively, there could be viral video campaigns of the cat character lying around, sleeping in different places. He lazily opens his eyes, addressing audiences. He speaks about how the plot involves him, but then cannot be bothered to go into full details about it and then goes back to sleep.
Each time, he speaks about.
A production blog from my self, informing audiences, of test videos I may be making, directing my cat and design ideas, to intrigue audiences into wanting to know what the F.M.P will be like.
Tutor feedback:
A Facebook page of the cat character, being lazy.
However, rather than directly addressing the F.M.P plot, I should add more mystery in wanting to entice audiences to find out what the site is linked to.
My Tutor recommended putting humorous viral videos of cats doing random things, and posters, with the link to my Weebly site, giving audiences more freedom of discovery and interactivity In choosing what they can see (e.g. on the website or Facebook page).
Formats of advertising:
Highlighted in bold are how these formats could potentially be applied in advertising my F.M.P
Facebook page:
Twitter page:
Instagram Page:
Blog:
YouTube Channels:
Teasers:
Trailers:
Posters:
Interactive games
screenings
Special events:
What should cats Facebook page comprise of?
1. A profile picture with the cats face (sleeping maybe, or with one eye open to convey laziness).
2. Name of cat.
3. Cat shares links of viral videos with cats doing randomly humorous things.
4. Cat posts a picture of where he is sleeping. (E.g. in the bathroom), with the cat messaging in present tense.
5. Perhaps there could be a one of picture of the cat being held by the protagonist.
6. A poster with a link to the Weebly site.
7. Also included could be the F.M.P Weebly site in the contact and about page, via the cats 'Facebook' account.
Other ideas
There could also be a YouTube channel:
The cat Felix sat on the sofa/floor with a tablet on a stand. He is watching funny cat videos on 'YouTube' and other videos.
He then addresses the audience revealing to also be surfing on twitter and demanding for likes to be put on his new post.
He then addresses a short film he stars in to be coming out soon and states a link to the YouTube website where new content can be shown each week as well as a link to the website where audiences can check out behind the scenes content and how the film is progressing (I.e Weebly website).
Suddenly Felix reveals to get a like from his post and thanks his brother a short distance away Pickles for liking his post. Pickles meanwhile is using a nokia phone and turns away from it to meow at Felix.
Basic story board sequence
Basis of each idea
Each video released each week. Must be kept short:
Video 1:
Cat on tablet. He hopes for a post of him found sleeping in the bathroom to be liked.
The cat then announces a short film featuring him will be coming soon.
He announces that next week he will be releasing a short clip preview.
He also shows a weekly link so that fans can view the video.
Suddenly the cat gets a like on his post.
Video 2:
The cat is this time on his phone. He greets the audience and announces a short preview of the film.
A very short 2 second reel of footage of the teenager looking dull/cat being brushed is shown.
The cat says I did say it was a short preview. He then says 'Oh lots of newsfeed today on my account."
Video 3:
The cat is sat beside the computer. He greets the audience and announces a behind the scenes sneak peak.
We see the animator sat in front of a computer and drawing something with a graphic tablet for a very long time.
Or we see the director try to entice the cat next to the camera. However the cat keeps walking away.
Shortly after the cat says. "He didn't entice me with enough biscuits in the end."
Tutor feedback:
My Tutor stated that instead of going to the trouble of creating informative videos, I could instead just write the information as posts, incorporating pictures and short videos alongside the updates.
Creating the account
Updating page
Feedback and alterations applied:
On Wednesday the 27 th of April 2016, my Tutor and I discused the following:
We decided to create two separate accounts.
A Facebook page for the official short film, giving of updates such as behind the scenes.
A twitter page in the form of the cats account, as though the cat character has his own twitter page.
For my Facebook page therefore, I gave official information, regarding the films plot, who the producer is, as well as the genre and release date, so audiences are aware of when the short film shall come out.
I have invited friends on my Facebook page so I can build up some followers and gain audience awareness of my upcoming F.M.P
I have also placed a link to the twitter account via Facebook too, so audiences aware of the Facebook page now have something else to check out too.
Further plans
Wednesday the 4th of May.
Facebook page: Could wish everyone a happy 'May the 4th' and also announce on a particular date an exclusive behind the scenes video of the F.M.P
Included in the message could be a picture of my self and my cat, sitting next to the camera and a tripod.
Create thumbnail of teenage protagonist staring up into the air with a dream bubble forming in his head.
On the border page meanwhile, I could incorporate a still of one of the 2D animated sequences, to more obviously establish the genre to be a mix of live action and animation.
A picture of the animator sitting by the computer, commenting on his progress.
A compilation of test animations.
During the last week, when the F.M.P is due, I could upload a count down each day, saying 'One day to go!', with a picture of either the cast, filming or animating.
On the 9th of May 2016, I release a short behind the scenes compilation video of me animating the 2.D cat sequences on Flash, so audiences could gain an idea into what to expect from the final product as well as to gain insight into how it is made.
Thus hopefully exciting audiences more into wanting to see what the final product will look like.
Twitter page
Facebook:
Creating introduction video
I sent a link of my introduction video to 'Encounters Short Film Festival', via Messenger on 'Facebook'.
'Twitter' update
'Facebook' update
Below is a slide show of my continued updates, via 'Twitter' throughout the week