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Use this to help you design and structure your own website design.

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A hybrid human-alien called an Avatar is created to facilitate communication with the indigenous Na'vis from the planet Pandora and pave the way for large-scale mining of the planet.

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Marketing screen shots for Independence Day

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Marketing screen shots for Independence Day

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Use this to help you identify successful online marketing strategies.
Use this to help devise your own campaign.

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Use this storyboard template to help you practice designing your trailer.

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Use this to help you explain strong narratives!

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Check this out. A reminder of what to revise.

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Check this out. A reminder of what to revise.

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Ignore the page numbers - this resource is from another school.

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Use these to help you plan for your exam on the 24th May!

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Maslow's hierarchy of needs can be used to discuss why audiences would find elements of the narrative appealing...

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Maslow's hierarchy of needs can be used to discuss why audiences would find elements of the narrative appealing...

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Basic Human Need Maslow Hierarchy Maslow's Hierarchy of Needs Diagram Printable Maslow's Hierarchy of Needs Maslow's Hierarchy of Needs PowerPoint Maslow's Hierarchy of Needs Motivation Maslow Hierarchy Exercise Abraham Maslow Maslow's Pyramid Maslow's Hierachy of Needs Maslow Needs Maslow's Hierarcy of Needs Maslow's Heirarchy of Needs Maslow's Hierarchy of Self

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Example of a viral marketing campaign - Prometheus

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Example of a viral marketing campaign - Prometheus

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This is an article that explains how Prometheus was marketed on Twitter. Use this as an example in your exam.

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20th Century Fox tried to tap into the viral power of Twitter on Sunday night to promote the impending release of Ridley Scott's sci-fi movie Prometheus.
In what was heralded as a world first, a new three-minute trailer for the film was screened simultaneously online, on Channel 4 and on social TV app Zeebox.

Viewers were then encouraged to tweet about the film using the hashtag #areyouseeingthis.

During the next ad break, Channel 4 screened a 40 second spot which included viewer's tweets.

Channel 4 said it fitted with its strategy to pioneer innovative and impactful marketing solutions, but it did it actually meet either of these criteria?

Word-of-mouth agency 1000 Heads monitored activity on Twitter around the hashtag during the past week.

The results show that there was a spike in activity on Sunday night, peaking at more than 4,000 tweets, and the hashtag was trending for a brief period.

The tweets shown on screen were all positive, but this wasn't the case on Twitter. Nice tweet by @henweb:

Following the spike in activity the number of tweets quickly fell back to zero suggesting there was no longevity in the campaign, but then the beauty of Twitter is its immediacy.

You wouldn't expect to see days of activity surrounding the hashtag, the aim is more to gain an initial impact and raise awareness around the trailer.

1000 Heads also monitored the reach of the tweets, which is perhaps a more useful indicator of the campaign's success.

At its peak the Twitter activity reached more than 15m users, which is several times higher than the audience figures for Homeland.

This figure is the maximum reach of the tweets, so the number of users who actually saw a tweet containing the hashtag is probably much lower.

But it will certainly have extended the reach of the promo beyond a traditional ad slot.

Sentiment analysis also suggests that the comments online were generally positive.

The word cloud below gives an overview of the most popular phrases, with 'amazing, 'awesome' and 'good' standing out.
The second question is whether it is really an innovative campaign?
In order to generate excitement, radio and print ads were used to promote the fact that the new trailer would be shown during Homeland.

The ad space wouldn't have been cheap, and relying on traditional media isn't generally seen as 'innovative.'

Furthermore, while this may be the first time tweets have been included in an advert, TV shows have been displaying viewer's tweets and text messages for many years.

Similarly bookies frequently show live odds in their TV ads, so the technology is nothing new.

So while the campaign may have achieved some success in driving awareness of the new trailer by increasing Twitter activity, asking viewers to tweet using a branded hashtag isn't a particularly innovative use of social media and nor is the technology involved in bringing tweets to the TV screen.

And due to the cost involved in promoting the campaign and buying an entire three-minute primetime ad break, it's unlikely we'll be seeing this tactic copied on a regular basis.

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Prometheus ad campaign reaches 15m Twitter users, but was it worth it?

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20th Century Fox tried to tap into the viral power of Twitter on Sunday night to promote the impending release of Ridley Scott's sci-fi movie Prometheus. In what was heralded as a world first, a new three-minute trailer for the film was screened simultaneously online, on Channel 4 and on social TV app Zeebox.

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Example of a viral marketing campaign - District 9

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Example of a viral marketing campaign - District 9

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This is a student's A2 coursework, but is easy to understand and gives you plenty of detail about the District 9 Viral Campaign

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District 9 'For Humans Only' Viral Campaign

1. What is your chosen campaign trying to achieve and how does it go about it?

District 9 used viral marketing because it was trying to reach a wide range of audience demographics. It was all down to Sony, who had the idea of using this extensive marketing campaign. In fact, the audience were not made aware from the campaign that it was based on a movie until a year after. During this yearlong campaign banners, posters and stickers were distributed across public places in large cities. The majority of buses in New York were covered in messages, as well as bus shelters, benches, billboards and even restrooms, which gave no indication that this was a campaign for a new, upcoming movie. The enigmatic signs posted around New York, would repeat "For Humans Only'. The reason behind why the marketing designers distributed them around New York, is because then people would see them and because they were not aware of the message behind it, they would spread the word to others, such as posting on social networking sites and YouTube.

As well as that, the posters were also set up on a series of viral sites, as well as in the compounds of the City, so it entered cyberspace as well, reaching a global audience. Furthermore, the reason behind distributing the material on billboards and bus stops, was because they appear in the actual film, so the marketing team constructed this with the movies theme in mind, which is one of the reasons as to why the campaign was really very successful.

Finally, as well as the marketing campaign distributing posters and stickers in public places, they also opted for a website called D-9.com, which was printed on all of the posters around the city, so the public could search online. However, even the website didn't suggest that all of this marketing was about a new sci-fi movie, as a company called 'Multi-National United' were present on the website, allowing you either enter the human side or non-human side.

District 9 poster on Bench

District 9 poster on Bus Shelter

2. In what way was it viral?

The marketing campaign for District 9 is truly one of its kind. The depths to which the designer team went to to promote this film took a a lot of time and effort, but at the end of the day was something unique and effective because it did get people talking and is even remembered three years on. The viral campaign was very comprehensive, in that it used both the internet and public places. Therefore, the reason as to why this is viral is because it reached a wide audience, both in New York and globally, via the internet. Those in New York would see the public displays whilst doing day-to-day things, like catching a bus. Now, with the development of the internet, those with smartphones would take photos of the posters and upload them to their social networking sites, such as sharing it via Facebook, or talk about it through other platforms, such as YouTube, or even discuss it on their blog.

Also, because the posters didn't give too much away, people who took notice of it, would spread the word more, to find answers. The posters only gave away a phone number and web address, but even the domain didn't give the title of the movie away, as it simply states 'D-9'. In fact, it all looked very realistic because when someone called the number, they would be directed to Multi-National United, which is the organisation who appear in the film. Overall, the campaign for District 9 was very effective because its design was intriguing and spread globally.

3. How were the elements of the campaign distributed?

The advertisements for District 9 were released in public places first of all, in cities such as New York and London. The ads were very basic, only displaying the iconic image for the film, which appears as if it is some 'extra-terrestrial', along with the films catchphrase 'For Humans Only'. The design of the ads are very cleverly done and leaves those who are not aware of the movie, thinking. Within the cities these ads were distributed on billboards, bus shelters, benches and even restrooms. Stickers were also created, with the District 9 logo, and were stuck all around London's public places.

As well as that, the designers behind the marketing campaign also created various websites. These were D-9.com, multinationalunited.com, mnuspreadslies.com and mathsfromouterspace.com. As you can see, the campaign covers a large extent of the internet, as it was also distributed on Facebook, Twitter and YouTube.

Overall, the marketing for this film raises public awareness and also because everything has been designed with the theme/plot in mind, actually helps the audience figure out the meaning of the film as well, as the posters are seen in the film and there is an actual corporation in the film called Multi National United.

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District 9 used viral marketing because it was trying to reach a wide range of audience demographics. It was all down to Sony, who had the idea of using this extensive marketing campaign. In fact, the audience were not made aware from the campaign that it was based on a movie until a year after.

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A guide to what you need to know about each key concept in the exam topic.

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Explanation and diagram explaining the theory.

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Checklist - Sci-fi Personal Learning Checklist

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Checklist - Sci-fi Personal Learning Checklist

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A list of everything that you need to prepare and revise for.