Monday, 14 November 2016

Marketing

Disney is a conglomerate


media conglomeratemedia group or media institution is a company that owns large numbers of companies in various mass media such as television, radio, publishing, movies, and the Internet. Media conglomerates strive for policies that facilitate their control of the markets across the globe.
Disney noted that 18 of the top 100 most viewed YouTube channels worldwide are dedicated to toys and toy unboxings, accounting for 8.1 billion views in the first quarter.


Lucasfilm announced in August that it had signed up seven global partners spanning the worlds of make-up, breakfast cereals, sandwiches and telecommunications for an “expansive, historic promotional campaign”. The brands involved – Procter & Gamble (via Covergirl and Max Factor), Duracell, car manufacturer FCA US, General Mills, HP, Subway and Verizon – have all created their own campaigns around the film that include advertising, video content and special promotions and giveaways.



Covergirl has a YouTube video promoting its upcoming range of Star Wars make-up, while HP ran a promotional campaign asking artists to create and submit Star-Wars related art for a chance to have their work shown in a professional show and win a laptop.


Ex_ Machina advertised using tinder
It is a breathtaking piece of marketing because it ticks all three boxes that any great tactical work should achieve. First, it’s bang on the positioning of the film, which is about the Turing Test and the inability of humans in the future to be able to discern between humans and computers. Second, it satisfies the strategic goal of the campaign, which is obviously to drive awareness of the film ahead of its launch. Tales of SXSW attendees’ experiences with Ava and the general brilliance of the idea have filtered far and wide through Adweek, People Magazine, Mashable and other top-tier American publications. Finally, and not unusually for truly disruptive tactical work, it cost virtually nothing.

Ex_Machina interviews were mainly done on the internet and there were very few above the line interviews .