1) Below the line Tumblr fan post for The Hobbit: The Desolation of Smaug of a Romanian street publicity stunt aimed at the online fan community. The viral sense of this marketing technique allows the picture to spread quickly from person to person or site to site and reach vast amounts of audiences across the globe.
2) Below the line article written by The Guardian about Ian McKellen's experience of filming for The Hobbit: The Desolation of Smaug, which is attempting to reach an audience interested in not only the film, but also Ian McKellen. On top of this, the middle classed Guardian readers are also being targeted, the vast majority having families. This is great for marketing as it is free publicity and is directly pinpointing a large number of the target audience.
3) Above the line games app for apple products, based on the story of The Hobbit, which aims to draw in the more hardcore and involved audience globally. This marketing method should always be really successful, as although it is paid for, it allows global publicity but also constant advertising from people who have brought the game and always check it.
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