Saving Grace // Teaser Trailer Two.

The second teaser trailer for Hadelliott's Saving Grace, featuring the opening scene of the film.

Saving Grace // Teaser Trailer One.

I wanted to create tension and build anticipation for the film by creating this first teaser trailer for my group. I teamed the music up with the focus pull shot of the watch - signifying the importance of watches during our film. 

Small Edit - The Dangers of Alcohol.

 

I wanted to put a small edit together to promote the dangers of acohol. Creating this allowed for me to practice editing whilst fitting it into our film's genre and message.
I also think that we should use something like this in our film's intro sequence as i think it will add to the message due to it fitting well.

Small Edit - The World We Live In.

A small edit I created about the world we live in, which helped me practice my editing skills. 

Individual Research Into Viral Adverts.

Viral Adverts

Viral advertising refers to marketing techniques that try to increase brand awareness or achieve other marketing objectives such as promoting a film. It can be delivered by word of mouth or enhanced by the effects of the internet and mobile networks.

Viral marketing may take the form of video clips, interactive Flash games, advergames, eBooks, brandable software, images, text messages, emails or web pages.

Content that is included in a viral marketing campaign should be easily transportable and highly engaging so that it is shared quickly by many people.

Techniques for a successful viral advertising campaign:

·         Ensure it is easily shareable

·         Focus on eliciting emotion

·         Be unexpected

·         Follow up with additional elements (bloopers, blog posts, related content).

·         Keep it simple

·         Tie into current events, pop culture, sports and other news

Things to avoid:

·         Don’t plan the campaign assuming it will go viral

·         Don’t advertise (much)

·         People won’t want to register to see the content

Examples of successful viral advertising campaigns:
Felix Baumgartner's supersonic freefall (sponsored by Red Bull):

The video of Baumgartner jumping from space back down to earth has over 41 million views. It gives the brand Red Bull exposure as they are the ones that uploaded the official video. I think the video was extremely popular because it was something that had not been done before so therefore offers the audience a new experience.

 Last Exorcism (film):

Lionsgate Films used Chatroulette, a website which pairs up strangers with webcams to chat online, as their chosen method of promotion. Following the stereotype that Chatroulette tends to be used in a ‘sleazy’ way, The Last Exorcism was promoted by having a series of young women appear as “up for a good time” online. The men watching any of these online feeds, would see a girl seductively starting to unbutton her top, when she would then stop and turn into a demonic monster, lunging at the camera.
The young guys watching, terrified, would then see a URL for the film’s official website. I think this was a brilliant piece of viral marketing, getting pulses running and getting users to experience first hand what scary films should be all about. It raised a lot of interest and got people talking, which is exactly what you want from viral marketing.

Individual Research into Viral Adverts.

Individual Research into Viral Advertisements

Viral Advertisements are a form of Viral Marketing. Viral Marketing is a business strategy that uses existing social media networks to promote a product. It refers to how consumers spread information about a product with other people on social networks. The basis is in the spread of information via word of mouth, however modern technology has allowed the viral effect to include many internet-based platforms. Advertisements are usually short clips that are shown to consumers to persuade them to purchase an item or in this case, watch the company's film.

Viral Advertisement are very efficient as they are not time consuming, for example they are very easily produced and released, and consumed by an audience. They are also cost efficient, as businesses don't need a large amount of money to post their Viral Advertisement to social networking platforms. The majority of the consumers are frequent users of social media, meaning that it is efficient as it reaches an extremely large demographic. 

One of the worlds most popular viral advertisements is the Evian Babies. 

Evian's Babies video's holds the Official Guinness World Record for most Viral Ad of all time, gaining almost 13 million views on YouTube. The Advertisement was a 'Live Young' campaign. The Advertisement of the Evian Babies took a different approach, usually Viral Ad's take to television first, however the company first uploaded to YouTube, this was a very efficient decision saving costs on Advertisement, however due to the success the Ad was considered for a Television Ad Campaign.

The Viral Advert included characters of different genders, ages and races, reaching out to a large demographic. This meant that the audience, no matter who they were, could watch the Ad and relate to it, as it showed the men and women dancing in front of a mirror showing themselves as babies, taking them back to their childhood. The Ad included upbeat music which was suited and Humour. In its first ever global campaign, Evian wanted to build on the concept of Youth. Focusing on emotional benefits, Evian built it's 'Live Young' campaign with an aim to strengthen existing brand relationships, drive awareness of Evian around the world in a fun and innovative way, and use digital as the central medium. The Viral Ad promotes Living Young and a sense of community amongst people, explaining why the ad had such a positive impact and why it became the worlds most popular Viral Advertisement.

A film with a popular Viral Advertisement is The Blair Witch Project (1999)

The Blair Witch Project (1999) is considered one of the most successful Viral Advertisements of all time. When the internet was still in it's early stages, the campaign for The Blair Witch Project was aided by the fact that the found footage genre was still mostly untapped, especially when it came to Thriller/Horror films. The campaign for the film was crafted around attempting to make it appear as though the events of the film were not fictional but a true account of a documentary shoot gone wrong. The Ad showed the characters on a personal level making the audience feel as if they are with them. Buzz for the film reached previously unseen levels for a low-budget thriller/horror flick made for less than a million dollars. Adding to the mysterious course of the Viral Advertisement campaign, the three filmmakers remained behind closed doors until The Blair Witch Project box office phenomenon had run its course. 

The Blair Witch Project reeled in over $284 million at box office overall, and $1.5million on just 27 screens on the opening weekend, due to the limited number of screens it created a sense of urgency for the audience to get a ticket, making it a unique selling point. The film was mainly released on college campuses, maintaining a specific target audience. The most compelling aspect of the Viral campaign was the attention to detail, to the extent that if the audience researched the film on IMDB, the characters were listed as 'Missing, presumed dead.' , they even handed out missing flyers/leaflets, this is a technique of marketing. 

Even though The Blair Witch Project wasn't the most successful film according to box office income, the campaign is said to be one of the best Viral Advertisements due to it's minimal budgets and the buzz created by simple things such as websites. 

Individual Research into Viral Adverts.

What is Viral Marketing?

 

Firstly, I’ll start off by asking “what is a viral advert?” Viral advertising refers to when a product, brand, service (etc.) is publicised via the internet or through word of mouth. The concept is that marketing itself starts off small by making a product known to a small number of individuals. These people then use pre-existing social networks (such as Facebook and Twitter) in order to inform others. This leads to an exponential growth of acknowledgement of said product. It can be used as free publicity as the product can easily 'advertise itself' across social media.  

Viral marketing is becoming more popular as the years go on as the internet is becoming more prominent every day, with more and more visitors turning on their computers, mobile phones and tablets. Proliferation plays a big role in viral marketing as there is more and more technologies being made and used daily. A lot of people are now buying games consoles to watch films on as they now allow apps such as Netflix as well as being able to play games, meaning it’s the best of both worlds for the consumer. Netflix is also available on laptops and mobile phones via the downloadable app meaning viewing films is 10x easier than it was 10 years ago… which is why viral marketing is being more popular with production companies. 

A great example of a modern day viral ad is the marketing campaign for The Dark Knight Rises (2012). This campaign features the use of the films social media pages as they allow for their audience to interact with their marketing to increase hype surrounding the film. I decided to take it upon myself to make Charlotte the social media manager behind our film company ‘Hadelliotte’ as I told her to make a Facebook page to advertise our film on. The response was positive and was better than I had expected as we managed to gain a small audience overnight with many of our likes coming only a few hours after the page was made. Charlotte decided to release the teaser poster and the teaser trailers which I created to generate some hype behind the film as we took inspiration from The Dark Knight Rises as they generated a lot of hype overnight, just like we tried to do… Just on a lot smaller scale. 

 

The Dark Knight Rises decided to graffiti spray painted bats around the globe and had their twitter follows get out of their houses to snap pictures of them and upload them onto twitter with the hashtag #TDKR07202012, which managed to become trending meaning people who weren’t even fans of Batman saw it, allowing for them to advertise to a new demographic as well as targeting their original target audience. For every picture which was uploaded with the hashtag, a frame from the trailer was uploaded to their website making their fans get involved. The campaign also got people out of their houses and outside, benefitting to peoples physical health. The trailer was unlocked in under 23 hours, proving the hype was real for The Dark Knight Rises.