My Second Test for IMC

Act I. The Campaign

In attempting to market District 9 to American audiences, Sony Pictures had a difficult task. There were no big stars in the film, save for the producer-attachment of Lord of the Rings trilogy director Peter Jackson. Though the Sci-Fi element and the aliens that come with the genre intrigue people, the extraterrestrials in the film were grotesque-looking, labeled as “prawns” throughout the movie. District 9 was not based on a series of novels by a Philip Dick or a H.G. Wells; nor was the film shot and released in 3-D, an element of today’s movie market that contributed to a 10% year-over-year increase in domestic box office receipts, according to the MPAA. So, why did the movie end up grossing, according to Box Office Mojo, $115.6 million domestically? Sure the Oscar®-nominated product itself was a great film, but there had to be some strong marketing that generated buzz for its August 14, 2009 opening weekend. Let me take you through Sony’s campaign.

Will Seeing Film Differently Lead People To See Volkswagen Positively?

I have never had any objections to building rapport. Even Michael Vick is working on it. If you try hard enough for a group of people and deliver on your promises, you should be okay. That's why VW's ongoing campaign called "See Film Differently" should warm cinephiles and film festival frequenters up to the idea of Jettas and Passats. The pieces aren't going to sell cars (does Obama even speak German?) but they can bring movie lovers together with stories of real emotion. My favorite new one centers around a man who moved by Rocky (hey, yo, who wasn't? ya know) became a content weightlifter.



There's also a piece about a kid into magic via Willy Wonka and one about a man practicing Dudeism via The Big Lebowski. See some older pieces on the Youtube channel. Now, no shit I'm in a bunch over the "Volkswagen supports independent cinema" tag since TBL is the only sort of independent flick. Haven't people been moved by Jim Jarmusch or David Lynch? Anyway, the efforts are very strong and are targeting areas that dumbass car companies have largely ignored. I wonder what the dude inspired by Caligula will talk about?