ALADDIN ADVERTISING CAMPAIGN STUDY HOW WAS THE PRODUCT

ALADDIN ADVERTISING CAMPAIGN STUDY

HOW WAS THE PRODUCT ADVERTISED? Even though technology has been developed and is still being developed conglomerates such as Disney use a combination of traditional and contemporary methods of marketing to promote their product to reach every audience possible. An example of traditional methods is the use of billboards. Disney printed an iconic prop, the lamp, onto an official poster and used it on billboards to promote the film. It was very simple yet it was easily identifiable by everyone who viewed it. They also used the traditional method of TV advertising; they promoted the film by using its trailer during commercial breaks. Another traditional method is print media, after the release of the teaser trailer, a few of the main characters appeared on the cover of Entertainment Weekly, in costume, to further promote their film. Disney reproduced the infamous song ‘A Whole New World’ sung by two fairly famous celebrities, which reached the top charts in many countries thus being played on the radio which is a traditional way of advertising a film. However, its release on You. Tube would also make it a contemporary method of advertising. Contemporary methods such as social media and the internet were used to advertise the teaser trailer and trailer.

IS THERE A VIRAL MARKETING CAMPAIGN? I believe there was a viral marketing campaign due to the backlash of a certain actor to play a certain character. Will Smith was cast to play the character the ‘Genie’ in the film. However, from the first released pictures there was a lot of negative feedback towards the character, actor and film. This was partly because of the CGI effects used in the film. It was also partly because if the actor, Will Smith; he is well known for his comical persona when acting, which was needed for the character he was to portray but people were afraid he wasn’t the right actor for the part. In addition to this, the actor who voiced the original Genie had recently passed away, this meant there was even more pressure from Smith to create a fulfilling performance for the original actor Robin Williams. From the negativity the news of the film’s release spread like wildfire, either from gossip from person to person or because of social media. People started to create ‘memes’ to make fun of the actor Will Smith. This actually helped promote the film as well as the advertising purposefully completed by the company.

HOW WAS SOCIAL MEDIA USED TO PROMOTE THE PRODUCT? Using contemporary methods on October 10 th, 2018, Will Smith, the actor cast to play the ‘Genie’ debuted the first official film poster on his personal Instagram account. Later that week the teaser trailer was released on You. Tube, accordingly, the trailer would end up on Instagram, reaching more people via social media. Identifiable clips of the trailer were distributed to Instagram, Snapchat and Facebook as advertisements

SYNERGY? MAC released a whole new collection of make-up inspired by ‘Aladdin’. Photos released in early 2019 showed the collection included an eyeshadow palette, a bronzer, and a lipstick but it also contained two more powders, a pigment, lip glosses, and two additional lipsticks. It uses inspired names from the film, as well as the film colour scheme, with Asian patterns on the packaging. And this isn’t the first time for this collaboration.

CELEBRITY ENDORSEMENT? The celebrity Will Smith, known for his performance as himself in ‘The Fresh Prince of Bel-Air’ and ‘Men in Black’ used his personal Instagram account to promote the new Disney film to his 34. 8 million fans. Naomi Scott’s career launched in 2009, doing mainly short projects until she played a large role in the ‘Power Rangers’ film in 2017, gaining in followers which helped her promote the film’ Aladdin’.

VIRAL MARKETING This is where the audience is encouraged to share information about a product, goods or services, via the internet or social media

GUERILLA MARKETING It is an advertisement method that involves creating an unconventional and public interaction in order to promote a product

NARROWCAST CHANNELS THESE ARE CHANNELS CONTAINING FOCUSED CONTENT, AIMED AT NICHE AUDIENCES

SYNERGY When two or more companies collaborate to create a product across different industries.

CROSS MEDIA CONVERGENCE Digital convergence is when a new device completes the same tasks as the old one but also has newer features