The Jungle Book - Marketing

Cross media convergence= marketing on different platform (theme parks, soundtracks, merchandise)

Synergy= working with another company so both benefit (McDonalds made a Jungle Book Happy Meal)

Marketing techniques:

1. Aiming for the Disney Fanclub first

• by targetting fans first, they made sure to get a positive initial reaction

2. Using bloggers 

• To appeal to an older audience they made sure the animals weren't cartoon-ish
• used bloggers to push this fact
• http://birthmoviesdeath.com/2016/02/26/the-jungle-book-is-jon-favreaus-avatar-and-gravity

3. Age profiling

• Included scary moments to appeal to older children/teenagers
• https://www.youtube.com/watch?time_continue=1&v=HcgJRQWxKnw

4. Pull marketing

• Used famous actors to draw an audience in instead of pushing the film to them

5. Gender profiling

• Females are more likely to be pulled in by Disney films
• So, Disney portrayed the movie as coming from not the makers of "Cinderella", but the makers of "Pirates of the Caribbean"
• action-orientated trailer to be shown during the Super Bowl: https://www.youtube.com/watch?time_continue=1&v=C4qgAaxB_pc

6. Race profiling

• studio makers found out that Hispanic people tend to watch films in large groups
• to use this, they teamed with Univision (largest Hispanic American channel) for a 5-week stunt that brought the Jungle Book to telenovelas, talk shows and sports coverage

7. Augment reality

• created an interactive website, ran special promos at IMAX theatres and created virtual-reality tours
• website: http://thelawofthejungle.com/
• Promos: https://www.youtube.com/watch?v=RYbD8roPxxE

8. Merch

• brought out merch to be sold in Disney stores and theme parks
• built photogenic sand sculptures at a theme park in Florida
• https://www.youtube.com/watch?v=WO7uwGRHMk0

9. Merch for adults

• Kenzo clothing line
• https://www.kenzo.com/en/thejunglebook
• ran a promotion offering $100 off treehouses on Airbnb

10.Social media

• uploaded interactive movie posters on snapchat and lenses
• feeds were instrumental in drumming up millenial support

11. Intertextuality

• https://www.youtube.com/watch?time_continue=100&v=m125-V2uCBw

12. Competitions

• https://www.theguardian.com/books/2016/apr/22/competition-win-a-disney-jungle-book-prize-pack