Viral Marketing

Tuesday 23rd November 2010
In today's session we looked at viral marketing. What it is and how it helps films getting promoted. We also looked at 4 different movies; they were..... The Social Network, Blair Witch Project, Cloverfield and Paranormal Activity. We did some tasks following up a case study on The Social Network based on the 'case study questions'.

"How has the film marketing campaign used social network sites to reach it's target audience?"

Keywords: Subjectively:- Your Opinion
Objectively:- 3rd point of view
Uses and Gratifications:- What media does for us? Why do we use it?

This theory suggests that audiences choose texts to meet one or more of the following:

• The need to be informed and educated:- Documentaries and news- Sky news, Big cook Little cook.
• The need to identify:- Glee, Inbetweeners, Eastenders.
• The need to be entertained:- e-news, soaps, television, radio, youtube, Pretty Little Liars, Gossip Girl, Vampire Diaries.
• The need to use media for social interaction and discussion:- Twitter, Facebook, msn, Youtube, Myspace, Bebo.
• The need to escape:- Hollywood movies, Desperate Housewives, Gossip Girl, Pretty Little Liars, Vampire Diaries.

Case Study Questions:

1. What is the Institution?
2. Who are the target audience?
3. What are the aims of this campaign?
4. What media forms are used?
5. What techniques and tactics have been employed?