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Curran and Seaton
Disney’s conglomerate global status enables them to engage in “saturation marketing”, a strategy used by high-profile conglomerates to create hype and uplift for a film prior to its opening weekend release. Saturation marketing is used, principally, to drive word-of-mouth endorsements.
Disney’s television advertising spend, for example, helped ensure that Black Panther became an ‘event’ release, in 2016. With over $37 million spent on US national TV advertising alone the deep pockets of the Disney backed product helped secure maximum brand visibility for the product. Moreover, only a company with the economic clout of Disney could secure lucrative advertising slots during premium events like the American Super Bowl.
Disney’s expertise also extends to its use of below the line advertising, with BP securing 330 million active interactions for their #wakanda hashtag campaign - making it the most tweeted about movie of all time. Similarly, Disney's global multisector clout helped secure personal appearances for the film’s stars in Time and Variety magazine.
The overall effect of the Black Panther’s 360 degree marketing campaign was staggering. Over $404 million was earned in the first 10 days of the release, while the film’s long-term revenue is a record-breaking $1.3 billion.
360 degree marketing
A marketing plan that uses all possible means/techniques to engage and nurture customer interest. 360 degree campaigns will use traditional advertising (trailers and print advertising) alongside a range of social media oriented marketing strategies in order to maximise customer engagement.
Media terminology used
Below the line marketing
BTL strategies include social media engagement or personal appearances. They don't construct the mass market visibility of conventional advertising (trailers and print advertising) but create a softer sell for a product instead. Below the line marketing also constructs a more personal engagement with audiences. It can also be relatively inexpensive in terms of cost.
Word of mouth
Publicity generated for a media product that is spread from person-to-person. It is often suggested that WOM is the most effective marketing tool available to advertisers.