Synergy maintenance within Marketing Campaigns

I have learnt a lot about the key role synergy plays in all aspects of advertisement through analysing previously the posters, trailers and magazine covers for 'The Wolverine' and 'The conjuring'. It is clear to see that a certain image is created from various components and features that allow the audience to piece together key aspects and their own interpretation of what the film is all about through the links that the synergy between platforms has created.

After analysing a few media platforms in which the marketing campaign for 'The Wolverine' has taken to, to advertise the film, the synergy between them became apparent to me. Alongside traditional advertising such as film trailers, magazine covers and posters etc, the marketing campaign for 'The Wolverine' reached out to new social media platforms that are forming the basis and driving the hype around films such as Vine (social media site where people of all ages can create short 6 second clips or movies). This means that it would massively increase the films' publicity and the viewing figures that the film received. Today, technology plays a huge, crucial role in the marketing of films, allowing trailers to be promoted to cross cultural audiences through the internet, not only using film websites such as IMDB or Youtube. To kick off the marketing, teaser trailers and the International trailer were released alongside a 'Tweaser'. These are all used in-conjunction with one another to collectively advertise the film and entice audiences of all age groups to go and watch the film.



Also, as well as reaching out to a media driven audience, many posters to promote the film were created for those of an audience that may not use the internet as much, allowing them to still gain access to marketing of the film and be exposed to advertisements of some form. From this it is clear that the energy between media platforms to advertise a film is extremely crucial to reaching the widest possible audience and make the film a success. It will be interesting to see the success of the film due to this introduction of this new marketing technique.