Research: Jurassic World Marketing Campaign

Trailers are one weapon in the arsenal of the publicity campaign of outdoor media. Decisions are made early on about when marketing campaigns should start and end for the release of a new film. They try to see what innovative formats can make the release stand out from the rest. 

For example, in the research for Jurassic World, they knew there were certain motivators like people getting indulged by the large dinosaurs at London Waterloo station. They knew that an interactive thrilling adventure would get people involved and excited. 

The strategy was to take audiences back to the original Jurassic Park idea and make each trailer break a spectacle with significant impact. They desperately wanted to portray the idea that the concept of dinosaurs are still considered "cool" so that they could not only attract their original audience but also attract a new audience. 

Jurassic World's campaign got a vast amount of publicity from their London Waterloo marketing idea. Their expensive and risky marketing phenomenon at London Waterloo station got more headlines and mentions than a premiere would; there were 21,500 registered Twitter mentions dedicated to the release of the movie. 

In the lesson, I also studied the Television Spot that was directed by Colin Trevorrow. The TV Spot was UK based, and was released on 7th May 2015, with a duration of 60 seconds. The TV Spot is a span of television programming produced and paid for by an organisation which conveys a message, typically to market in this case the upcoming movie.

How can you hook in the audiences of the original film? 
- Jurassic World includes familiar characters and dinosaurs so that the original audience are still attracted to the film. 
- There are familar names of producers as well; for example, the ex-director Steven Spielberg plays the role as a producer for Jurassic World and this will again lure into the original audiences. 

What is innovative? 
- Jurassic World includes lots of new innovative ideas within the film itself. On the TV Spot, we see a circular pod-vehicle travelling through the park surrounded by animals. 
- The new species of dinosaurs are much more intelligent and harder to deal with and they make this clear in the TV Spot as well. 

Does it give release dates? 

- it shows the release date throughout the whole TV Spot in the bottom right hand corner.