What is it? (e.g. newspaper article, a competition, an event, etc.)
Competition - art exhibition launched by The Works UK and Daniel Radcliffe
What is the source?
FilmNews.co.uk (film blog), but the competition is launched by The Works UK
Is it an above the line or below the line example?
Below the line for the website, but The Works most likely had to pay for the competition
Who is it attempting to reach?
Daniel Radcliffe fans - they would be interested in attending an art exhibition (or anything really) with him
Artsy people (those more interested in the poetry aspect of the film)
Film fans (it is a film blog)
In what way is it a valuable marketing opportunity?
Encourages fan interaction - they feel involved
Competition with prize (attending exhibition with Daniel Radcliffe) attracts fans - more find out about the film
Film blog - directly targets film fans
Updatable
EXAMPLE 2
What is it? (e.g. newspaper article, a competition, an event, etc.)
Article for The Mirror
What is the source?
The Mirror
Is it an above the line or below the line example?
Who is it attempting to reach?
Mass audiences - popular newspaper, turns serious film into something more light-hearted and appealing
In what way is it a valuable marketing opportunity?
Comment section - fan interaction
Reaches huge audience
Free, instant to access
Newspaper can be accessed via computers as well as portable devices
EXAMPLE 3
New UK poster on UK Daniel Radcliffe fansite
What is the source?
Daniel Radcliffe fansite
UK poster: distributor - The Works UK
"Released exclusively via EMPRE MAGAZINE"
Is it an above the line or below the line example?
Showing the poster on the site: below the line
The poster: above the line, although because this is an indie movie they won't be paying for much poster space e.g. on buses, so it isn't that expensive
Who is it attempting to reach?
Fansite: Daniel Radcliffe fans
Released via Empire Magazine: film fans
In what way is it a valuable marketing opportunity?
Targets audience of Daniel Radcliffe fans easily
Free, instant and accessible
Empire Magazine has a more general audience… link to this on the fansite, which is a more specific audience - they are more likely to take notice
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