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Black Panther marketing
Curran and Seaton
Disney’s multisector credentials helped Black Panther globally orchestrate a 360° marketing campaign. 360° marketing involves the simultaneous and controlled release of marketing messages on traditional and new media platforms as well as ‘below the line’ marketing strategies.
Indeed, Marvel’s high-profile position enabled them to cultivate a slow-burn marketing strategy - seeding advertisements for the film in cinema and online as early as 2010.
Disney’s conglomerate status also facilitated a $37 million spend on television advertising in America alone, whilst Black Panther’s sophisticated online campaign used transmedia storytelling to give viewers additional information regarding the imaginary country of Wakanda. Disney’s connections to other sector big players also granted access to events like the San Diego Comic Con convention where high profile stars gave exclusive appearances.
Black Panther also affected connections with a previously hard-to-reach black audience through its carefully orchestrated grassroots marketing campaign that linked the movie with a number of black friendly charity events.
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
Slow burn campaign
A marketing campaign that builds awareness over a long time scale.
The use of several different media forms to tell a story. Stories might be principally distributed as a television drama for instance with accompanying story content or character information made available online.