HUNCH
AN INTERACTIVE MYSTERY
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TABLE OF CONTENTS 4 5 6-7 8-9 10 12 13 14 16 17-18 20 21 22 23-25 26-27 28 29 30 31 32-33 34-35 36-37
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PHASE I : FILM OVERVIEW EXECUTIVE SUMMARY SYNOPSIS AND POSITIONING STATEMENT TARGET AUDIENCE MARKETING OPPORTUNITIES AND OBSTACLES BIG IDEA PHASE II : FILM FESTIVAL STRATEGY FESTIVAL STRATEGY FESTIVAL KIT FESTIVAL MARKETING PHASE III : DISTRIBUTION STRATEGY DISTRIBUTION STRATEGY TARGET DISTRIBUTORS PHASE IV : CONSUMER STRATEGY OVERALL STRATEGY DISTRIBUTION STRATEGY CREATIVE STRATEGY SAMPLE CREATIVE MEDIA FLOW CHART MEDIA STRATEGY MARKET RESEARCH PUBLICITY STRATEGY PUBLICITY ACTIVITIES PROMOTION STRATEGY INTERNET MARKETING SOCIAL MEDIA MARKETING
PHASE I FILM OVERVIEW
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EXECUTIVE SUMMARY Hunch is a murder mystery-thriller with one major twist: the audience gets to decide how it’s solved. With visually compelling cinematography and engaging characters, Hunch intertwines major themes such as murder, revenge, and control to create an experience that is unmatched by any other. Such a unique storyline calls for an equally original campaign, to adapt this interactive online film into cinemas for all audiences to appreciate. Hunch’s marketing utilizes the idea of control to directly engage viewers with the film, inviting them to solve the mystery again and again. Combining all facets of Hunch’s appeal to major target audiences, marketing and distribution is catered to each individual’s viewing preference. Hunch will be distributed across the nation in theatres and online. Those who wish to solve the mystery on their own can appreciate the film on their computers, while those who crave the complete visceral experience in a group setting may enjoy it in-theatres. This campaign disects the film piece by piece, using favorable components to create a campaign that satisfies Hunch’s unequaled storyline.
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SYNOPSIS
GENRE : MYSTERY-THRILLER
Hunch is a choose-your-own-adventure mystery thriller about a detective who must solve an impossible crime. At a secluded hotel, a woman is murdered in a room completely locked from the inside. The catch? No one was seen entering the room but her. Now Kyle Marquette, a rookie detective with a penchant for everything high-tech, and his sought-after partner Jen Kennedy, must solve the mystery before more bodies show up‌including his own.
ANTICIPATED RATING : PG-13
POSITIONING STATEMENT Director Ryan Phillips and producer Doug Landers team up to create Hunch, a film which allows the viewer to follow the evolution of a murder mystery alongside detective Kyle Marquette. Targeted at males between 16 and 30, Hunch is a live action choose-your-own-adventure style thriller that allows the viewer to direct the detective’s investigation at key points in the investigation. The sleek style, modern setting, and compelling cast of characters set Hunch apart from any other choose-your-own-adventure to date.
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TARGET AUDIENCE PRIMARY
Males 16-30, middle to upper-class income, single, live in large metropolitan city, spend a significant amount of time online, enjoy mystery novels and shows, played/play video games, like blood/gore, “techie”, “explorer”, early adaptor
SECONDARY
Males/Females 18-49, middle to upper-class income, live in large metropolitan city, are internet-savvy, enjoy watching thriller/horror movies in-theatre or with friends, may watch crime shows such as CSI, stylish lifestyle, “explorer”
TERTIARY
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Males/Females 13-17, middle to upper-class income household, live in large metropolitan city, enjoy video games/computer games, internet-saavy, follow trends closely
TARGET AUDIENCE PRIMARY
HUNTER, 23 Hunter is a recent college graduate who just started his first job in the past year. In his free time, he likes to visit his buddies and watch movies. He keeps up with new trends and spends nights on the internet in his spare time. Hunter would be attracted to watch Hunch online. He loves new technology and enjoys mystery shows.
SECONDARY
CARRIE, 28 Carrie has been in the job field for a good amount of time. She knows herself well and enjoys hobbies on the side of her job, including shopping, reading, and attending cool events such as comic-con. Carrie loves NCIS and is attracted to the visual style of Hunch. She would be interested in watch the short version online at home, or she would go with friends to see it in theatres.
TERTIARY
JOSH, 16 Josh is a high school student who plays sports and loves video games. He spends a signficant amount of time online and follows trends closely. He reads magazines in his spare time and goes to the movies with his friends on weekends. Josh would watch the full version of Hunch online at home if he wanted entertainment. His style is influenced by actors and he is discovering his personal preferences in high school.
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MARKETING OPPORTUNITIES CSI QUALITIES SHORT TITLE CHOOSE-YOUROWN-ADVENTURE ATTRACTIVE CHARACTERS ONLINE ADAPTIATION/ ACCESSIBLITY
The title provides information, but not too much that the viewer feels bored. It is catchy and memorable. This is unique opportunity because it allows the movie to be marketed as an interactive and participatory experience. The two main characters are likeable and attractive. Their dynamic is playful and amusing, providing a clear marketing opportunity. The fact that the movie will be available on its own website makes it reachable to a larger audience, who may not frequent theatres, and who spend more time on their computer.
MODERN HIGH-CLASS STYLE
The modern and fashionable setting of a rich hotel makes the film marketable to those who are attracted to luxurious style and exquisite décor.
STORYLINE SPARKS DISCUSSION
Each viewer can end up with a different storyline and ending to the film, allowing for discussion amongst viewers afterwards.
MULTIPLE GENRES POSSIBLE EXPANSION
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Hunch is stylistically similar to CSI, specifically in shots and characters. CSI’s established identity and success allows Hunch to tap into their niche market.
The film features elements of a murder mystery, thriller, and romance, making it marketable to a wide range of audiences. Hunch could be adapted to allow in-theatre participation, home movie participation, and participation at events.
MARKETING OBSTACLES CHOOSE-YOUROWN-ADVENTURE ONLINE ADAPTATION CHARACTERS THAT ARE DIFFICULT TO RELATE TO
Though this makes the film unique, it also interrupts the flow of the story and forces the viewer to play along, which can be a negative experience for some audiences. Older audiences may not enjoy viewing the film on their computer, and it will lose appeal to some who prefer the full movie experience. The main characters succeed in their portrayal of tension-filled crime solvers, but are lost in translation when applied to audience members, as their roles are slightly over-played and unrealistic.
MINIMAL CHARACTER DEVELOPMENT
There is not a lot of time to include character development, especially between the main characters, so the ending seems somewhat forced as a result.
HARD-TO-FOLLOW STORYLINE
There is a range of characters in the film, and a short amount of time to learn about all of them. It is sometimes difficult to tell who is being referenced and who knows what.
SYNOPSIS
May lose viewers who form opinions about this being a dark and moody piece, when in fact it is more contemporary and applicable.
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BIG IDEA
TONE
TAGLINE
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YOU CALL THE SHOTS. In developing the key messages for the target audience, one theme stood above the rest: the idea of being in control. This, combined with the fear of being left out, fused together to create an enticing campaign that thrives on idea of power. EXCLUSIVE & MYSTERIOUS The campaign’s tone consists of intriguing imagery and copy, with an air of exclusivity.
CLOCK’S TICKING, WHAT WILL YOU CHOOSE? The tagline emphasizes the immediacy of the campaign, an extension of the film itself. In addition, advertisements directly address the viewer.
PHASE II FILM FESTIVAL STRATEGY
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FESTIVAL STRATEGY Due to the interactive component of Hunch, film festivals that cater to new media forms and interactive films will be targeted. Examples of these include the New Media Festival in Los Angeles, which provides an award for the interactivity of new technologies, and festivals that have categories such as “Best Long Format Internet Film” (Lion’s Festival). Hunch is a new form of interactive entertainment that leaves a lasting impression for viewers; therefore it is key to target festivals that celebrate this innovative media experience. NEW MEDIA FILM FESTIVAL This festival celebrates the best in new media: “what’s new, what’s next”. It honors stories worth telling in all media that are innovative, imaginative and inspirational, that “make you think and go beyond the ordinary.” It honors the interactivity of new technologies and formats for media and cinema, with global consciousness. This festival is perfect for Hunch to appeal to with their excellent use of new technology and appreciation of innovative film formats.
LA SHORTS FEST The largest short film festival in the world, the LA Shorts Fest honors films that are innovative and unique in their approach. There consists of 250 film screenings per annual festival. The festival has been accredited by the Academy of Motion Picture Arts and Sciences, so award winners are eligible for Academy nominations. Last year, the festival opened with a choose-your-own-adventure film, making it the ideal candidate to target.
TARGET FESTIVALS THE WEBBY AWARDS - May 21, 2012 NEW MEDIA FESTIVAL - Los Angeles - June 12-13, 2012 LIONS FESTIVAL - Cannes, France - June 17-23 2012 SOUTH BY SOUTHWEST - Austin, Texas - March 8-12 2013 LA SHORTS FEST - Los Angeles - July 2012 HOLLY SHORTS - Hollywood - August 9-16, 2012 TORONTO DIGIFEST - Canada - October 18-20, 2012 SANTE FE INTERNATIONAL NEW MEDIA FESTIVAL - New Mexico - December 6-9, 2012
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FESTIVAL KIT
PITCH LETTER
PRESS RELEASE
ONE SHEET/KEY ART
BRANDED FILM FLYER
CAST/CREW BIOS
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FESTIVAL MARKETING MIXER AND Q&A SESSION To encourage attendance at the festival premieres, mixers will be held before the screening of Hunch. Attendees are invited to sip a cocktail and snack on appetizers, as well as engage in a fun mock murder mystery situation in which they have to figure out the murderer by talking to other attendees. The game won’t last over 20 minutes, but is a strategy to encourage conversation at the event. After the showing, the producer and director will be available to answer questions and talk about their film.
STUNTING STRATEGY In the days before the screening, hired actors will be situated in high-traffic areas near the theatre. The actors will engage in an impromptu scene, guided by a “judge” who will call upon those who gather to watch for their next move. Props will be added to the skit as it progresses, and the audience is invited to shout out what they want to happen next at specific points in the mystery. The idea is to engage viewers with a comedic staged scene similar to the skits often performed in the show “Whose Line Is It Anyway?”
PROMOTIONAL ITEMS To encourage people to attend screenings and allow them to go online and read about the film, promo materials will be passed out at events before and at the screening, as well as through radio contests. A week before Hunch screens at any location, a popular radio show will host a contest. The winner recieves two clickers, one for themselves and one for a friend, which are to be used at the screening itself. These clickers are meant to appear as an exclusive item, guaranteeing the person a seat at the showing. Nice fountain pens with the Hunch logo and website will also be handed out around the festival premises in the days before the premiere, to generate buzz for the screenings.
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PHASE III DISTRIBUTION STRATEGY
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DISTRIBUTION STRATEGY Hunch may be a murder mystery-thriller, but it is brought to life through a sleek and modern visual style that is reminiscent of a contemporary high-fashion commercial. The physical attractiveness of the film as a whole allows it to be very marketable to a wide range of distributors. The likeability of the characters and intriguing plot line allow for a film that can be appreciated as a successful full length feature. Potential distributors are selected keeping in mind strategic marketing for Hunch. So as not to limit the scope that Hunch could appeal to, major and independent distributors are considered in the selection process.
Representatives of potential distributors will be personally contacted via phone and email, as well as sent a pitch kit. They will also be invited to attend a nearby screening of the film, set up for this purpose. Other attendees will include those who have won clickers or paid to see the showing, and are fans of the film already via word-of-mouth. This is to foster a positive audience who will respond well to the screening. To persuade a representative they will be wined and dined by a convincing individual on Hunch’s team who has experienced the film multiple times in theatre and online. Their selling point will be Hunch’s appeal in summer to the male and female target market out of school, as well as the appeal of being the first to distribute a new film experience and make it a phenomenon. According to the marketer, the success of 3D films is a testament to the limitless possibilities of this alternate experience.
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MATERIALS To capture the attention of a distributor, a number of materials will be sent out to them, including: PERSONALIZED PITCH LETTER ONLINE/NEWSPAPER REVIEWS AWARDS BRAG SHEET PRESS RELEASES CAST/CREW BIOS KEY ART/ONE-SHEET PROMO MATERIALS (BRANDED PEN & CLICKER) EXCLUSIVE ONLINE LINK TO FULL FEATURE
TARGET DISTRIBUTORS
SONY PICTURES Sony’s upcoming releases such as Men In Black 3, Resident Evil, and The Amazing Spider-man demonstrate their ability of marketing a film to a target market similar to Hunch. Sony’s ties to the technology world and successful track record make for a perfect candidate to distribute the film. A major distributor, they have the tools and knowledge required to make Hunch’s interactivity a phenomenon.
CBS PICTURES Though CBS began with the added benefit of brand equity, their expansion into the film industry began rocky. With new releases such as Salmon Fishing in the Yemen and The Woman in Black, CBS is making their presence known. A partnership with them could be mutually beneficial: the ability for them to take a new concept and run with the success of it could take their business to the next level. They have the resources to make Hunch a “mustsee” movie.
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TARGET DISTRIBUTORS
SHOWCASE ENTERTAINMENT Recently ranked as one of the top three international distribution companies, Showcase Entertainment has a proven track record of marketing a wide variety of genres, including thrillers. Hunch could benefit from Showcase’s useful connections to the film industry, as well as their creative marketing abilities.
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MANDALAY PICTURES Mandalay often teams up with Sony and Paramount pictures for most of their films. Their feature film distribution has been slow in the past couple of years, and picking up Hunch could be the perfect project for them to take and run with. Past successes such as Sleepy Hollow, Into the Blue, and I Know What You Did Last Summer show that they are capable of taking a film with ideal actors and potential and making it memorable for years.
PHASE IV CONSUMER STRATEGY
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OVERALL STRATEGY Hunch will be released in theatres May 31, before it is made public online. Up until its release, heavy advertising will take place as a countdown until the movie screens - for one week only. This unique strategy will push the primary audience into theatres, and allow their discussion to saturate the secondary and tertiary audiences. After Hunch’s summer debut in theatres, 3 weeks later it will premiere exclusively online. Once again, advertising will become very heavy as the days to its release become shorter. The campaign will aim to foster a hyped up atmosphere as the countdown to experience the film shortens. By this time, the feedback from those who went to the screening will have been passed on and those who missed out on the experience will finally get the chance to solve the mystery on their own. On its online release date (June 28), the shortened film festival version will be available to view for free once - the viewer must only watch a minute of advertising from sponsors. If the viewer wishes to watch the full feature film, it is available for purchase immediately. If they prefer the in-theatre experience, they must wait until the re-release on August 16. Based on the success of this strategy, I have a positive outlook on the phenomenon it will create. The online experience will satisfy the internet-savvy, while those who crave the complete visceral experience will create a buzz that allows Hunch to be successfully re-released in theatres again by the end of the summer.
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DISTRIBUTION STRATEGY
ENGAGEMENTS
Summer is the perfect time to introduce Hunch - more than half of the target audience is out of school, looking for something different to do with their friends. The likelihood that they will fall prey to the hype surrounding a new concept is heightened, as well as the chance they are willing to try something new. Summer also provides the perfect span of time to release the film in theatres and then again online, where it will be accessible to anyone with a computer and some spare time on their hands.
During the initial release date, Hunch will open as an exclusive run, premiering in 500 locations all over the U.S. Big cities such as Los Angeles will host the movie in multiple theatres throughout the county, while smaller cities such as Orange will screen the movie in one theatre.
RELEASE DATE (IN THEATRES): RELEASE DATE (ONLINE): RE-RELEASE DATE (IN THEATRES):
FRIDAY, MAY 31, 2013 FRIDAY, JUNE 28, 2013 FRIDAY, AUGUST 16, 2013
After the film has been available online, the re-release will follow the same engagement and distribution strategy, with an increase in locations if the film’s success is higher than projected.
COMPETITIVE ENVIRONMENT As per usual, a wide array of competitive films are releasing Summer 2012. Hunch’s release date of May 31 opens the same day as Lone Ranger, distributed by Walt Disney. This movie will likely attract a younger audience, allowing Hunch to appeal to the more sophisticated demographic. Films opening after include After Earth, Man of Steel, and The Apocalypse, all action/adventure and sci-fi films. Fortunately for Hunch, none of these films directly compete with the crime/thriller genre. Other movies that open during the summer are re-makes: Monsters University, The Wolverine, and Despicable Me 2, giving Hunch an advantage for those who want fresh concepts.
Lone Ranger - May 31 After Earth - June 7 Man of Steel - June 14 The Apocalypse - June 14 World War Z - June 21 Monsters University - June 21 The Wolverine - June 26 R.I.P.D - June 28 Robopocalypse - July 3 Despicable Me 2 - July 3 Pacific Rim - July 12
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CREATIVE STRATEGY The goal of the creative is to use visuals that are mysterious and have an air of exclusivity, as well as clever wording to attract the target audience. The visual structure of the ads are designed to showcase the modern style featured in the film, without giving away too much information. The advertisements address the viewer directly, using an immediate tone to grab their attention - an extension of the film’s concept. When possible, the advertisements are interactive to engage the target market in the same way the film does. The distribution of the creative is planned in coordination with the distribution of the film. Advertisements featuring the release date are to be strategically placed before the release of the film in theatres. Advertisements featuring the website are to be placed before the online debut.
TAGLINE
CLOCK’S TICKING, WHAT WILL YOU CHOOSE?
BIG IDEA
YOU CALL THE SHOTS. In this campaign, you’re the one in control. Each advertisement reminds the audience of that, drawing them in through intriguing visuals and memorable phrases that brand the film as a “must-see”.
MATERIALS LIST BILLBOARDS TELEVISION SPOTS (TRAILERS) BANNER ADVERTISEMENTS ONLINE TEASER TRAILERS DIGITAL OOH DISPLAYS
CREATIVE ADVERTISING Hunch’s campaign will employ the use of intriguing visuals and memorable phrases to capture attention. Media utilized will include outdoor advertisements, television, and an extensive use of online media. The creative strategy will target each component of the target audience, capturing the attention of primary, secondary, and tertiary audiences and inviting them to participate in the Hunch experience.
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SAMPLE CREATIVE
BILLBOARDS These billboards will be placed in numerous locations before the release date in theatres. After Hunch is screened, the number decreases as online advertising increases, and they are changed to reflect Hunch’s website address.
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BILLBOARDS These billboards will go up immediately after Hunch’s online premiere, to persuade the audience to go online and solve the mystery themselves. The number on the second billboard is updated hourly to reflect the amount of people watching Hunch.
DOOH DISPLAYS These displays will be placed in high-traffic areas such as malls, festivals, and sports arenas before the in-theatre premiere. The screen’s camera’s detect the user’s presence, mirroring and superimposing the viewer on the screen. They then take a photo that the user can opt to have sent to them by texting a number on the screen. When the photo arrives on a user’s smartphone, it enables them to automatically upload it to Facebook.
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OUTDOOR Outdoor advertising will be used in tandem with social media and mobile, making it a complete digital out-of-home experience. Street-level interactive ads will be strategically placed in areas that are of interest to the specific target markets. These digital advertisements will encourage participation in shopping malls and large sporting events. Their locations will be distributed throughout large cities including Los Angeles, San Francisco, Pheonix, Chicago, Denver, New York City, Miami, and Houston.
ONLINE Hunch’s advertising campaign will rely heavily on online and social media marketing. Teaser trailers will appear up until Hunch’s initial screening, during, and after until its debut online. Sites such as Hulu and YouTube will feature the trailer before or during commercial breaks. Fandango will experience a takeover, and sites such as Yahoo!, NetFlix, CBS and Facebook will feature banner ads.
TELEVISION BANNER ADS Banner advertisements such as this one will run before the in-theatre release, and will increase tremendously as the online release comes closer.
Television will be used extensively in the couple weeks preceding Hunch’s initial screening. Channels featuring the teaser trailer include CBS, MTV, NBC, TBS and HBO. Timeslots will be chosen carefully with respect to the target audiences, making an effort to extend reach to all key audiences in the campaign.
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MEDIA FLOW CHART Media Flow Chart March 1 Date
Network Television Person of Interest (CBS) A Gifted Man (CBS) Hawaii Five-o (CBS) NCIS (CBS) CSI: Miami (CBS) CSI: NY (CBS) The Big Bang Theory (CBS) Two and a Half Men (CBS) 30 Rock (NBC) Law and Order SVU (NBC) Tonight Show (NBC) The Voice (NBC) Parks and Recreation (NBC) Eastbound and Down (HBO) Entourage (HBO) Game of Thrones (HBO) Trueblood (HBO) The Bachelorette (ABC)
March
1
5
9 13 17 21 25 29 April
April 1
5
9 13 17 21 25 29 May
1
5
9 13 17 21 25 29 June
Season Premiere - April 1 Season Premiere - May 14
Cable Television Family Guy (TBS) The Office (TBS) Punk'd (MTV) Jersey Shore (MTV) Stanley Cup Finals (NHL) Final Round Playoffs (NBA)
Spot Television LA, NY, SF, Chicago Philadelphia, Pheonix, Denver Miami, Houston, Seattle Boston VOD Hulu.com Youtube.com Crackle.com
Page 1
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1
5
9 13 17 21 25 29 July
1
5
9 13 17 21 25 29 Aug 1
5 9 13 17 21 25 29
Media Flow Chart Date Outdoor Billboards (Pre-release) Billboards (After release) DOOH Bus Stop
March
1
5
9 13 17 21 25 29 April
1
5
9 13 17 21 25 29 May
1
5
9 13 17 21 25 29 June
1
5
9 13 17 21 25 29 July
1
5
9 13 17 21 25 29 Aug 1
5 9 13 17 21 25 29
Online facebook.com twitter.com apple.com yahoo.com gmail.com theverge.com digg.com macrumors.com pandora.com goal.com revision3.com ign.com popularmechanics.com netflix.com
Radio LA, NY, SF, Chicago Philadelphia, Pheonix, Denver Miami, Houston, Seattle Boston
RADIO MISC.
BUDGET
TELEVISION - 40% ONLINE - 30% OUTDOOR - 20% RADIO - 5% MISC. - 5%
OUTDOOR
TV
ONLINE Page 1
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MEDIA STRATEGY Hunch’s campaign has a three-part structure. Before Hunch’s initial release date on May 31, advertising relies heavily on television spots and outdoor advertising. Hunch’s trailer is distributed to run throughout a wide variety of television shows, designed to attract the primary and secondary markets to attend the week Hunch is in theatres. Shows such as Game of Thrones and The Bachelorette are targeted specifically for their season premieres, which provide a wide reach to target audiences. Game of Thrones currently has a strong following for the primary audience, whereas The Bachelorette has a strong following by the secondary audience. Shows such as CSI, Law & Order, Person of Interest, and NCIS experience the most space bought out because of their similarities to the Hunch film. Cable TV shows such as Family Guy and Jersey Shore are utilized to expand to other segments of the market, in addition to time during sports games. Local television channels are purchased to reach those who do not fall into these categories. Outdoor advertising is really strong at this time, especially DOOH advertisements and billboards. Radio is purchased in the two weeks before the film’s premiere. This campaign utilizes strong repetition across select advertising platforms, in leiu of a wide variety of advertising outlets. Before Hunch’s online debut, internet websites experience the largest spike out of all Hunch’s advertising. The idea is for Hunch to be everywhere the target market is. Online channels such as Hulu, Crackle, and Youtube are bought out extensively, with Hunch’s trailer streaming before and during a number of television shows. High-trafficked websites such as Yahoo! and Gmail, as well as Pandora and Netflix experience webpage takeovers or pop-up banners. Additional websites are bought out extensively to attract niche markets. Outdoor advertisements decrease minorly to accomadate website advertising but continue to be prevalent throughout major cities. Finally, Hunch’s second premiere in-theatres is driven mostly by word of mouth. Online advertising and outdoor advertising continue to run, but this premiere relies mostly on trailers run in-theatre before other movies, as well as a strong fan following to pass on the release via recommendations. Facebook, Twitter, and the Hunch site are paid the most attention to during this time, providing constant updates and using strategic market planning to allow fans to pass on word of the second premiere.
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MARKET RESEARCH Due to the unique nature of the Hunch film, a significant amount of studies will be conducted to deduce audience reaction and improve the viewing experience in any way possible. These studies will include test screenings, advertising tests, tracking, and exit studies.
TEST SCREENINGS
ADVERTISING TESTS
Test screenings will be utilized, keeping in mind the film will have a longer lifespan online. The test screenings will determine the audience’s reaction to the choose-your-own-adventure components, specifically the extent to which it encourages dialogue after the screening, the audience’s immediate reaction to the interruption, and their involvement as the film progresses through the series of choices. Test screenings will be conducted in various theatres, inviting selected individuals to participate from the target demographics.
Advertising tests will be done to measure the level of participation from the target audience, specifically their willingness to participate and their reaction to digital and online advertising. The outdoor advertisements will be monitored, and online advertisements will be tracked using Google Adwords and Google Analytics. The trailers will also be screened to select audiences, specifically monitoring their interest to see the film, knowing they would choose the next option by use of accumulating popular vote.
TRACKING
EXIT STUDIES
Tracking will be employed the month before Hunch screens in-theatre, and once again after in the 3 week period until it is released online. Tracking will pinpoint the extent of the target audience’s knowledge of Hunch, and online advertising will be altered if recall and recognition is less than expected.
Exit studies will be done in the form of questionnaires, specifically designed to determine the satisfaction of the viewers in regards to their specific age groups and gender. These studies will be taken into consideration considerably during the period between the film’s initial screening and online debut.
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PUBLICITY STRATEGY As Hunch begins to accumulate increased awareness, pitch kits including letters, reviews, cast/crew bios, behind-the-scenes footage, promotional materials, invitations to screenings, and articles will be mailed out to ideal talk shows, radio shows, and magazines. A number of publicity events will be arranged to generate increased awareness of the film and its actors. Other publicity such as public appearances and press junkets will be used in conjunction.
PUBLICITY MATERIALS PITCH LETTER/KIT TELEVISION APPEARANCES RADIO INTERVIEWS MAGAZINE ARTICLES ONLINE ARTICLES PUBLICITY EVENTS
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SAMPLE PITCH LETTER
PUBLICITY ACTIVITIES In addition to the radio contests, stunting, promotional activities, screening programs and social media contests (to be addressed in the coming pages), Hunch will utilize other publicity activities to generate buzz. PRESS JUNKET
PRINT PUBLICITY
Hunch’s cast is ideal for communicating with the press. Their image is clean, attractive, and desirable, allowing for a great press opportunity. A press junket will be held three weeks before the premiere of the film. Press will be invited to the Hilton hotel the production was filmed at. Refreshments will be provided throughout the day, and interviews will be conducted in a succinct and organized manner.
Magazines targeted will include Esquire, GQ, Maxim, Men’s Health, Men’s Fitness, Nylon Guys, Us, People, Instyle, Wired magazine, and Discover Magazine. Magazines such as Maxim, Instyle, GQ, and Esquire will be targeted using Marissa Skell’s character in addition to David Landry’s. Other magazines will be appealed to using David’s character and Hunch’s incorporation of new technology. Sample articles could include interviews on the film, technology reviews, travel/hotel destinations, fashion features, additional film reviews, and actor/actress bios.
PUBLICITY APPEARANCES BROADCAST PUBLICITY
PUBLICITY EVENT
In addition to morning news programming, talk shows will be sent publicity materials, encouraging them to invite the cast of Hunch for interviews. Specific shows targeted include The Ellen Show, Chelsea Lately, Jimmy Kimmel Live, Late Night with Conan O’Brien, and The View. These talk shows span a wide audience, and provide an excellent opportunity to engage secondary and tertiary audiences.
Press will be encouraged to attend a real-life game of Clue, involving the actors and actresses from Hunch as well as fans to engage in a murder mystery scenario. The first one to solve the mystery will win a flight for two through United Airlines and 4 night stay to any Hilton location around the world.
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PROMOTION STRATEGY Hunch’s modern and high-end location allow for strategic placement and endorsement of top brands. Luxury items including timepieces, electronics, and jewelry brands will be targeted amongst others. Brand endorsements will be flaunted, and Hunch will reinforce their partnerships seamlessly throughout all platforms: online, in the film, and during publicity events.
REGIONAL PROMOTIONS
NATIONAL PROMOTIONS
Radio promotion used to drive traffic to the film festivals will be employed in regional promotions. This time, the contests will span a wider range of stations and additional media time. Sample radio stations include popular music channels such as KIIS FM in LA. Winners will recieve a clicker for them and a friend, branded with the Hunch logo, their ticket to a local showing. One winner every week will also recieve an ipad, selected at random of those who win the clicker contest.
National promotions will be the main focus of the promotional strategy. Major brands involved include Tiffany & Co, Rolex, Hilton, and Apple. Each of these brands is chosen keeping in mind their presence and recall factor, and their fit for the film.
FIELD ACTIVITIES The street team impromptu murder mystery used to promote the film during festivals will be staged at major sporting events and malls in major cities. Radio station contests will continue to run, supported by Hunch’s promotional partners. Colleges in major and outlying cities will host premiere screenings of Hunch, which will be promoted throughout the school with flyers, posters, and announcements.
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SELECT COLLEGES USC UCLA USF SYRACUSE CHAPMAN STANFORD NORTHWESTERN MIT NYU EMERSON
ASU OREGON STATE BROWN UNIVERSITY BOSTON UNIVERSITY COLUMBIA UNIVERSITY MICHIGAN STATE SMITH COLLEGE FLORIDA STATE POMONA COLLEGE UNIVERSITY OF TEXAS
Tiffany & Co will benefit from some excellent product placement in the film. A close up shot of the wedding ring the victim is wearing allows for one of their elaborate pieces to be showcased. Because the film emphasizes high quality goods, their classic brand will be intertwined with a modern story. Women watching the film who like the ring will either recognize the Tiffany brand or will be able to find out it is Tiffany with one google search. The male target market watching the film will be reminded of the connection between engagement/wedding rings and Tiffany’s.
Apple will be the film’s most prominent promotion partner. The main character, Kyle Marquette, uses a tablet throughout the film. The Apple logo will be featured clearly in the close-up shots of the tablet. In addition, an online media spot set to the tone of Apple’s commercials will be made, featuring Kyle and Jen using the product. It will be quirky and tongue-in-cheek, utilizing the characters from the movie in a spot that showcases the functionality of the ipad in a murder case.
Hilton will partner with Hunch for the full-length feature. Their name and location will appear in the credits, with a special thanks for providing on-location filming. They recieve a great amount of exposure in the film, as their bedrooms are showcased as well as their lobby and restaurants. In Hilton hotels, movie posters will be displayed near gift shops as well as flyers that advertise Hunch. This partnership will be mutually beneficial as they support a new entertainment experience and Hunch recieves on-location footage.
Before viewers are given the option to choose what happens next, a ticking wristwatch appears, making an association for viewers that they are about to select the next direction of the film. This watch is a high-end timepiece that would be perfect for Rolex to place their brand name on. The shot is close up and lasts for a couple seconds, allowing for a high recall of the product placement.
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INTERNET MARKETING Internet marketing is vital to Hunch’s campaign due to its interactive online release. A combination of online publicity, media, and social marketing will be used to drive the target market to the Hunch website as well as allow them to participate in social media contests. The gap between Hunch’s release in theatres and its online release will experience a sharp increase in the amount of internet marketing. Online media will be prominent mostly on Hulu.com, Youtube.com, and Crackle.com, where most ad space will be purchased to advertise the trailer for the film. When Hunch is released online at www.hunchfilm.com, viewers are allowed to watch the shortened film festival version once for free. The only requirement is that they choose to watch one advertisement experience before the film, by one of Hunch’s sponsors (Tiffany & Co., Rolex, Hilton, or Apple). If they wish to watch the full version, they must either pay $8 for an “online ticket” or wait until its re-release on August 16th. Hunch as a full-length feature is never the same experience - the ending of the film changes each time. This aspect makes it a film that fans are more likely to want to see more than once, and experience in theatres and at home.
ONLINE PUBLICITY
ONLINE MEDIA
Online publicity will be utilized in the form of interviews, questionnaires, and online articles. The following sites are selected after careful consideration of the target market and their ability to incorporate a short video, feature, or article that promotes Hunch.
Online media will be a large component of Hunch’s advertising. Banner ads and trailers will be featured on popular sites, driving audiences to the theatres for the premiere or online to watch Hunch. Popular tech sites, high-traffic email sites, and additional niche market sites are selected with regards to primary and secondary target audiences.
youtube.com espn.com nba.com nhl.com goal.com people.com
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us.com gq.com esquire.com menshealth.com mensfitness.com engadget.com
maxim.com fhm.com reddit.com cnet.com gizmodo.com wired.com
facebook.com twitter.com apple.com yahoo.com gmail.com
theverge.com digg.com macrumors.com pandora.com goal.com
crackle.com revision3.com ign.com popularmechanics.com netflix.com
Males 16-30 will see articles, interviews, and stories such as these on their most visited websites. A heavy internet publicity presence will ensure that the target market is saturated, and the actors have repeated exposure to help with recognition.
Banner advertisements will be simple and to the point, playing on the interactivity of the campaign and the participation it has gotten from other people. This facebook ad says “Mark Smith solved it. Will you?� Facebook will use data gathered from friends list to show the user which friends have already watched the film, persuading them to take part in what their friends have.
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SOCIAL MARKETING Social media communication will be encouraged through various advertisements and links amongst the main sites. Facebook, Twitter, Pinterest, and the main site for Hunch will be monitored daily. Through social media contests and references, fans will be able to engage with other fans and the Hunch team, allowing for open communication among all audiences.
CONTESTS
Facebook will be updated daily with film festival info, screenings, news on showings, contest winners, and publicity for the actors. The facebook page will have separate tabs where it will link to twitter, youtube, and flickr to show behind-thescenes photographs.
Facebook will host a number of contests, allowing users to participate in scenarios that get them talking about the film. Before the film is released, contests will include a competition where users may submit pictures or instagrams into three categories: suspect, location, and murder weapon. Three potential winning photos will be chosen by the actors in the film, based on their originality, and users can then vote for their favorite by “liking” the image. Winners are announced at the end of the week, and will be sent a clicker for them and a friend to attend the premiere of Hunch. They are also entered in a drawing to win an ipad at the end of the month. This contest will run for 3 months, and the 3 ipad winners photos will be made into a short publicity video to premiere on youtube.
TWITTER Twitter will be linked to facebook, and users will be able to engage in the same content as facebook users. The twitter page will be constantly updated with news on screenings, winners, etc. The Twitter page will use #HunchFilm to mention sponsors as well, and to reach out to loyal fans of the film.
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In correspondence with the Digital OOH advertisements which allow friend participation, users are encouraged to post their funny photographs and short videos on their own page of them “in a murder mystery”. Before the re-release of Hunch, the participant with the most likes on their page will recieve clickers for them and a friend, and ipad, and will be flown to Los Angeles to meet the cast and crew for dinner before the show. This contest encourages fans to spread the word about the film.
HUNCHFILM.COM Hunch’s main website will link to social media sites, and encourage fans to participate in contests. It will provide constant updates on screenings, publicity, and news. During the online release, the site will see a large increase in traffic, and will include their sponsors within the main pages to provide added value to their promotions. When a viewer watches a film, they will be presented with an experience similar to Hulu, asking them to “choose a one minute ad experience” that is required to watch the film. The choice aspect is designed purposefully to mimic the film’s design and empower the viewer, allowing the ad time to be a more positive experience.
PINTEREST Due to Pinterest’s high spike in popularity and ability to reach Hunch’s secondary and tertiary target market, images with links to Hunch’s site will be posted regularly, through a number of accounts.
Hunch Marissa Skell
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SELENA SLAVENBURG MAY 2012 FTV 419 ENTERTAINMENT MARKETING
a campaign book by SELENA SLAVENBURG