Media industries - marketing

What did Disney adopt for their marketing

A 360 degree consumer experience

360 - degree consumer experience

Surrounding the consumer with consistent brand messaging wherever they are (TV, social media, websites, events etc)

The methods of promotion used for BP

• The use of brand deals

• The use of teaser trailers

• The films release

• Events

• The trailer

The concept was to make the film into what?

A cultural event and something that was politically resonant

• It was made a cultural event as the film existed everywhere - not just cinemas.

• It was made as politically resonant as it connected to political and social issues - like racism and colonialism

What brand deals did Disney do to target a diverse audience?

• Hasbro toys

• Lexus cars

• Music (Black panther soundtrack)

Hasbro toys and audience

This broadened appeal to children and families, especially from underrepresented communities

Lexus cars

Appeals to a more adult demographic, car enthusiasts and links Black Panther to more sleek, futuristic aesthetics.

Lexus is also a luxury brand - which arguably attracts wealthier audiences.

Synergy

The power of a group of things working together

Soundtracks

Features hip hop artists such as Kendrick Lamar and Travis Scott, which appeals to a younger audience who are fans of those artists

How the brand deals combine in synergy to make BP more than a superhero film

• It positioned the film into a cultural moment

• Created a multi platform narrative

• Several different audiences were targeted

• The use of tech made the film heavily talked about

The use of teaser trailers

Trailers where shown between NBA games and a special collab with Lexus was shown during the Superbowl.

The films release

It was released during Black History Month

• Those involved in the movie(Stars, designers, Director etc) also gave interviews on how the film celebrates African Culture

Promotion events for the film

A ‘Welcome to Wakanda’ catwalk shown at New york fashon week

44% OF THESE TICKET BUYERS WERE FEMALE

How the trailer promotes the film

It celebrates black culture-showcases a variety of both men and women who are both seen to be in several roles - implying equalitty