TV advertising
What do TV adverts normally show?
TV trailers are more widespread then trailers because the mass audience find out about new films via the TV and will hopefully get intrigued and look into it more, which is when they see the main trailer/teaser trailer which displays more storyline.
Explain how the LEGO movie broke boundaries with brand marketing; how it targeted the different sections of their target audience; and whether it was successful or not.
The Lego Movie was released in 2014, February 14th grossing $257.8 million in the U.S. and Canada, and $210.3 million internationally, for a worldwide total of $469.1 million. Produced by the Warner Bros, written and directed by Phil Lord and Christopher Miller, the Lego Movie broke boundaries when it came to international marketing. They had released over twenty Lego sets, a website, scheduled events, a teaser poster every week throughout January, accessory packs, many adverts, a video game, trailers etc.
ITV also advertised the Lego movie five days before the launch, with a whole ad break made purely of lego bricks for the first time ever. The ad break contained four familiar and modern UK television ads – for the British Heart Foundation, Confused.com, BT and Premier Inn. To ensure that people made the link to The Lego Movie, between each ad segment, there was a 2 second clip of a character from the film with the Lego Movie logo next to them. This clearly worked well and achieved 6 million TV views, and 1.1 million YouTube views within a week.
This technique, however, was very smart and effective because it marketed to parents, grandparents and potentially children- however the least likely to be watching after Dancing on Ice.
TV trailers are more widespread then trailers because the mass audience find out about new films via the TV and will hopefully get intrigued and look into it more, which is when they see the main trailer/teaser trailer which displays more storyline.
Explain how the LEGO movie broke boundaries with brand marketing; how it targeted the different sections of their target audience; and whether it was successful or not.
The Lego Movie was released in 2014, February 14th grossing $257.8 million in the U.S. and Canada, and $210.3 million internationally, for a worldwide total of $469.1 million. Produced by the Warner Bros, written and directed by Phil Lord and Christopher Miller, the Lego Movie broke boundaries when it came to international marketing. They had released over twenty Lego sets, a website, scheduled events, a teaser poster every week throughout January, accessory packs, many adverts, a video game, trailers etc.
ITV also advertised the Lego movie five days before the launch, with a whole ad break made purely of lego bricks for the first time ever. The ad break contained four familiar and modern UK television ads – for the British Heart Foundation, Confused.com, BT and Premier Inn. To ensure that people made the link to The Lego Movie, between each ad segment, there was a 2 second clip of a character from the film with the Lego Movie logo next to them. This clearly worked well and achieved 6 million TV views, and 1.1 million YouTube views within a week.
This technique, however, was very smart and effective because it marketed to parents, grandparents and potentially children- however the least likely to be watching after Dancing on Ice.
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