Ghost Mama Film Promotion Trilogy.docVIP

 PAGE \* MERGEFORMAT 4 ‘Ghost Mama’ Film Promotion Trilogy Compile / Zhang Miao To Marketing From EMKT. such a unique style of the film, publicity side another way, using a combination of reality and the virtual way, through networks and traditional channels, in-depth step by step, the trilogy of marketing to the audience, thus winning the box office success, but also for the film marketing has created a worthy reference case. In February of this year, according to best-selling graphic novel ‘Coraline’ adaptation of the history of Georgia’s first 3D animated film by ‘ghost Mom’ (Coraline) released in the United States. Film showing and realistic blend of surreal mixture of styles, many of them bizarre sense of humor. To such a unique style of marketing videos, promotional side another way, a change in the past to rely solely on traditional media the way the film, using multi-channel, multi-stage, a wide range of marketing methods, using the elements associated with the film - Doll , keys, buttons and so on, designed a three-phase marketing program. In the first phase, is responsible for marketing, Wieden Kennedy, Inc. (hereinafter referred to as W + K) mainly through the Asian cultural circle, from the blog marketing started in the network lit the fire of curiosity has aroused the audience’s attention. They used hand-made 50 ‘Mystery Box’ - each box has a letter, as well as taken from the movie parts, scenery, tools, etc.. Then the selection of the film on the Internet of interest to animation fans, the author Neil Gaiman fans, as well as the Bo master craftsmen to bring these boxes to be sent them. At the same time with the gift box with a password supplied by a key to the film’s official website With this set of codes will be able to watch exclusive video. These Bo master limited receipt of such a personal touch to hand the box, the excited one after another upload photos to discuss delicate gift. As the plan’s expected, these high-profile blog promoti