The
official Deadpool Instagram page
- 659 thousand followers
-115
posts
- Stills
from the movie
-
Promotionals for the film
- reposts
from Ryan Reynolds
-Re-post
fanart
Benefit to audience:
re-posting of fanart from fans makes the fans feel more involved in the film and special because they feel like they are valued and being
recognised.
Benefit
to institution:
People like and share posts from the official instagram on
their own personal accounts which means more people hear about the film and hence
are more likely to watch it.
Theory:
In some
ways this example supports Mihailidids because it shows people are using media
literacy in order to interact with the film, by liking, re-posting and
commenting on posts. In other ways Mihailidis' theory isn't supported because fans are interacting with the film for pleasure and because they like it, not
for any citizenship reasons or to better their community.
Viral Marketing Campaign- 12 days of Deadpool
- Another marketing strategy that was used by the film was viral marketing
- In the countdown to Christmas a website was released which would be updated each day and culminating in a new trailer for the film on Christmas day.
- Examples included:
a page from the script annotated by the character himself
- The release of Deadpool emojis (so many people rushed to download them, the servers broke!)
- The final trailer on 25th December (which has 1.3 million views):
Benefit to audience:The idea of exclusive content, e.g. the script page, makes the film seem more personal because they are getting 'more' from it. The Deadpool emojis create a way for fans to express their love of the film.
Benefit to institution: the creation of a count-down to the main trailer creates more buzz and hype around the film, meaning there are more likes and shares on social media, meaning more publicity and hopefully box office.
Theory:
This goes against Gauntlett's ideas of more people making things, as the fans are instead watching and reacting to professionally made content, not making it themselves. It also goes against Keen's cult of the amateur.
Twitter https://mobile.twitter.com/deadpoolmovie?p=s
- 400 thousand followers
-Posts as of they were the character, making the film 'come to life' also causing a bit of a stir and causing controversy because some of the posts are quite rude (hilarious). This would cause hype and get people talking about the movie--> the shock factor
- Interact with fans of the film, again making them feel more a part of the film and special.
Lots of relevant examples and some application of theory.
ReplyDeleteYou could also talk about how this challenges Keen e.g professionals are not being devalued.
Also, you could discuss how technologies have facilitated viral marketing e.g technological convergence....