- P3 – Unit 6 – Research Task – Last week saw the release of the new Indiana Jones film (the dial of destiny), I want you to look across all available social & online media and present the following as an information poster:
How did Disney (LucasFilm brand) begin the campaign on Socials
They began by advertising on social media platforms that have the ideal demographics they want to target. This is to say social media platforms that have an older target audience and are predominantly used by males this includes Instagram, Facebook and Twitter. In the campaign they use key-words and phrases to pull at the heart strings of recurring audiences and produce visceral and emotional reactions from them (Rick Altman 1999.) This includes phrases such as 'The last adventure' meaning that this is the final film in the franchise and the term 'final' connotes that someone will die. This adds a sense of urgency to watching the film and die hard fans of the franchise would feel that they had no choice but to watch it as soon as it came out.
How frequently were they posting up to the 28th (release day) of June.
They had begun retweeting other accounts at around 11 days ago but began regular nearly hourly posting 10 days ago on the 30th of June.
What content was in the posts
Their posts have been a mixture of real adverts for the film with a mixture of other things such as interviews, fan art, snippets of red carpet events, and exclusive content like Ke Huy Quan surprising Harrison Ford at the U.S Premiere of Dial of Destiny. All of which are layers of intertextuality and cross promotion for the film.
How do YOU think this engaged a potential audience (bear in mind that the audience is majority 35+ Male, owing to the age of the original film series)
How do YOU think this engaged a potential audience (bear in mind that the audience is majority 35+ Male, owing to the age of the original film series)
This engaged a potential audience because everyone who remembers the original trilogy (and the Crystal Skull) will feel nostalgia from the fan-art and interviews and especially from the video of Ke Huy Quan surprising Harrison Ford, and will want to either support the franchise once again, want to bring their kids to watch it with them, or see how it fairs in comparison to the original trilogy (and how much better it is compared to Crystal Skull.)
What engagement statistics can you see (likes, shares, comments etc.)
What engagement statistics can you see (likes, shares, comments etc.)
The video of a personal statement from Harrison Ford currently sits at almost 24K likes and 1.7M views after only a day of being uploaded. For the official trailer on Twitter it sits at a less impressive 45K views and 1.2K likes. And on Instagram the official Indiana Jones South America's most popular post sits at 765 likes.
I then want you to find an independent (Warp, FilmFour etc.) film’s publicity material on socials and compare where you can the difference.
I then want you to find an independent (Warp, FilmFour etc.) film’s publicity material on socials and compare where you can the difference.
Film 4 has similar methods to that of the Disney/LucasFilm brand but stylises them in a very different way. An example would be comparing Harrison Ford's special message to the ten-year-anniversary message of A Field in England. Whilst Harrison Ford's message is emotional it doesn't fit the connotations of the Indiana Jones brand whatsoever, no clips of the film are shown, he's not in costume, its informal and personal connoting it as a separate entity to the franchise even though it has been used to advertise it. Meanwhile the ten-year-anniversary message for A Field in England shares the same colour scheme (black and white) as do the snippets of the film and the director wears a suit connoting it as formal. The reason why this is different is because Harrison Ford is a house hold name and people will recognise his face and his voice regardless of him being in or out of a studio. Meanwhile the director for A Field in England is much less well known and is being promoted by an indie film company meaning it has to look formal and professional in order for him to be credited and recognised. You could also argue that because this is the final film in the Indiana Jones franchise that Harrison Ford has hung up his costume for good and isn't wearing it to symbolise that its the end of an era and a character. And the director for A Field in England is wearing a suit because it is a momentous occasion but also to symbolise that he isn't done directing and he will make continue to make new films to the same professional standard for years to come.
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