Principles of Marketing "The Blob" Marketing Report

the blob

MARKETING REPORT

L I V I A L E N H O F F, PA B LO M U R R AY - CA M P B E LL , E M I LY F R I T Z , LO G A N H U N T E R , AU ST I N V E N TO L A , M I R A N D A H AU S E R , D E ST I N Y Q U E Z A DA

table of contents VISION/MISSION

PG.3

TARGET AUDIENCE

• P R I M A RY

PG.4

MARKETING MIX

PG.7

BRANDING

PG.8

• S E C O N D A RY • T E RT I A RY

• V I S UA L O ne She et + Posters B rand G uides

• TO N E / P E R S O N A L I T Y Tag - line

SOCIAL MEDIA OUTREACH

PG. 10

ADDITIONAL PROMOTIONS

PG.13

• S N A P C H AT • I N STAG R A M • FAC E B O O K • I N F LU E N C E R S

• U N I V E R S A L’ S H A LLO W E E N

H O R R O R N I G H TS ™ M A Z E •MERCHANDISE

CAMPAIGN PHASES

•PHASE 1 •PHASE 2 •PHASE 3

PG. 16

vision/mission Re-emerging from the Arctic, Irvin S. Yeaworth Jr.’s horror classic and cult phenomenon, “The Blob” returns to Netflix and Hulu this September for it’s 60th Anniversary. Our vision for the film’s 2018 release is to introduce the cult classic to a new generation and inspire young minds through the thrilling tale of a small community banding together to save their town from a greater evil. A movie lost to the sands of time, “The Blob” illustrates the strength of a single voice and the power of community.

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target audience PRIMARY

The new primary target audience for “The Blob” consists of young and creative

millennials, ages 18 to 24 years old. This audience contains artists and innovators who are budget conscious, and prefer a night with their Netflix account over drinking at a bar with friends. In 2016, there were approximately 79.8 million millennials living in the United States (Anthony Cilluffo, Pew Research Center, 2017) with younger millennials receiving an average income of $30,000 a year (Kathleen Elkins, Business Insider, 2017). Because of a lower annual income, these creatives prefer the monthly Netflix fee, with access to thousands of movies and TV shows, over paying the same price for a single movie ticket. While Netflix subscribers are scattered across the United States, Los Angeles, New York City and Chicago are the top 3 cities with the highest number of educated millennials (Pete Saunders, Forbes.com, 2017). These 3 major cities will be our designated location for public stunts and outdoor marketing.

S O U R C E : B U S I N E S S I N S I D E R , “ M I LL E N N I A LS A R E WATC H I N G L E S S T V - A N D I T ’ S G R E AT FO R N E T F L I X ,” ( 2017) .

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SECONDARY

The Blob’s secondary target market is the hardcore fan base that lives and

breathes for horror films. This group of people is as heterogeneous as the service industry. This demographic generally skews male and spans from those in their mid twenties to late forties. Fans are very active within their community, hosting podcasts, posting on forums, and making gifs are just a few ways they show their love for this film and the horror genre. There is also a level of intersection with fans of ‘retro’ things.

The fact that The Blob is an older film brings in those who would not necessarily be interested in horror, but rather are more into the aesthetic and nostalgia of vintage films and toys. One of the most prominent horror conventions is Monsterpalooza in Pasadena and Burbank, California which has received a public endorsement from the likes of horror director Guillermo Del Toro. The convention is a celebration of the history and production of classic horror films with special guest appearances from horror royalty and interactive exhibitions. The convention grew so rapidly, the venue

S O U R C E : V I S I T PA S A D E N A , “ M O N ST E R PA LO OZ A 2 017,” ( 2017).

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had to move from its original location of the Burbank Marriott to the Pasadena Convention Center to accommodate the growing number of horror fans willing to travel to and congregate in the southern California area, clearly a prominent area for the horror community.

TERTIARY Our tertiary target audience is made up of Netflix subscribers between the ages of 25 and 35 years old. This group of people consists of home bodies and loyal Netflix viewers. According to an article on the millennial mind by NewsCred.com, “62% of millennials say that content drives brand loyalty, crave cultural relevance, and are identity obsessed.” Based on these facts, we can conclude that loyal Netflix viewers

S O U R C E : G E T T Y I M AG E S

are more likely to trust and watch movies suggested by Netflix because they are already fans of it’s original content. According to new research by Parks Associates, Netflix subscribers are “much less likely to cancel than those of Hulu and Amazon Prime Video, with Netflix capturing 52% of US households,” (Nathan McAlone, Business Insider, 2016). We chose to release The Blob on Netflix based on these findings, and believe we will reach our maximum number of audience members through it’s service.

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marketing mix PRODUCT

• F I L M : T H E B LO B O rig inal 1958 ve rs ion D ir. Irvin Ye awo r th G e nre : Ho rro r

A ppe al: Classic Scary Movie

Co nce pt: Two te e n s rally th eir town togeth er to save it from

an alie n invasio n

T he me s: Unity, Stan din g u p for you r b eliefs

Platfo r m: N etf lix Streamin g

•MERCHANDISE

PRICE

•NETFLIX SUBSCRIPTION Sing le - Scre e n $7.9 9 Standard $10.99/mon th

Pre mium $13.99 /mon th

PROMOTION

• 30 S E C O N D S P OT • P O ST E R S

• U N I V E R S A L’ S H A LLO W E E N H O R R O R N I G H TS ™ M A Z E

• S O C I A L M E D I A P R E S E N C E # R E B LO B # S AV E ST E V E

• P R PAC K AG E Slime k it + Me rchan d ise

•EXTENDED TRAILERS

• N E W P O ST E R S W I T H A F R E S H D E S I G N

•ONLINE ADS

PLACE

• G LO B A L Fo cus in Chicago for location specific stu n ts/even ts O rlando during Universal’s Halloween Horror Nights to

appe al to “ho rro r movie ju n kies” T H E B LO B R E B R A N D | P G . 7

branding VISUAL

The approach we’ve taken with this rebrand is one tailored to appeal to

millenials. The main graphic style takes advantage of the vintage design trend that has occurred over the past three to five years. “The Blob” is already a vintage product, however, the vintage look we’ve now adopted is derivative of old punk posters. This style may be nostalgic for millennials and slightly older generations with the rise of 90’s grunge bands as well as the later 2000’s pop punk bands. By incorporating aspects of both 80’s punk design, 90’s grunge, and 2000’s pop punk, these graphics are created as the ideal image of fun, rebellion, and excitement.

titles

SECONDARY

T E RT I A RY

O N E S H E E T

P R O M OT I O N A L P O ST E R S + B R A N D I N G G U I D E

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TONE/PERSONALITY

The tone of this rebrand has also changed to appeal to younger generations. We

knew that “The Blob” would not be able to compete as a serious horror movie amongst other newer horror films with more advanced technologies and higher budgets. We also know that millennials value authenticity, honesty, and transparency.

“ “ “

ONLY ABOUT 1% OF MILLENNIALS CLAIM THAT A COMPELLING AD INFLUENCES THEM.

“ “

The rest are almost naturally skeptical of advertising. They think it’s all spin, so they don’t bother paying attention.

- M AT T H E W T YS O N , H U F F I N GTO N P O ST, “ M I LL E N I A LS WA N T B R A N D S TO B E M O R E AU T H E N T I C. H E R E’ S W H Y T H AT M AT T E R S ,” ( 2016) .

91% OF CUSTOMERS VALUE HONESTY IN THE COMPANIES FROM WHICH THEY BUY PRODUCTS AND SERVICES. (Over utility, appeal, and popularity)

- V I S I O N C R I T I CA L , “5 M U ST - S E E I N FO G R A P H I C S O N T H E VA LU E O F B R A N D AU T H E N T I C I T Y,” (2016) .

87% OF GLOBAL CONSUMERS FELT THAT IT WAS IMPORTANT FOR BRANDS TO ‘ACT WITH INTEGRITY AT ALL TIMES’ - F R O N T I F Y, “ T H E AG E O F AU T H E N T I C I T Y: W H Y B R A N D S N E E D TO G E T R E A L ,” ( 2017) .

“

So how do we explain this shift in the consumer psyche?

In a word: Millennials.

We took these statistics to heart and decided to use honesty and transparency as an opportunity for humor. Inspired by the film “Deadpool”, we have taken an approach full of irony, satire, and self-awareness. “The Blob” is still a thrilling and exciting film, but it’s not quite as terrifying as it was previously portrayed. By utilizing it’s “Campy Horror” quality and still preserving it’s creative integrity, we have presented “The Blob” as a fun, exciting experience full of laughs and gasps. This tone will appeal to cult movie seekers as well as fans of classic horror films.

TAGLINE: “What happens in the Blob, stays in the Blob” T H E B LO B R E B R A N D | P G . 9

Social media outreach SNAPCHAT

With 173 million daily users, and 45% of users

between 18-24 ( O M N I C O R E AG E N CY, 2017.) , Snapchat is the ideal platform to market “The Blob”. We have created an augmented reality filter for both front and rear facing Snapchat cameras. The filters for “The Blob” are location specific to Chicago, New York City, and Los Angeles as they relate most strongly to our target demographic.

INSTAGRAM

At 400 million daily users, and 59% being

ages 18-29 ( O M N I C O R E AG E N CY, 2017.) , Instagram is also a very relevant platform to post “The Blob” memorabilia, collectible merchandise, and posters to drive traffic to the Facebook page.

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FACEBOOK Facebook is a staple in social media marketing, with 1.57 billion daily mobile users and 1.32 billion desktop users ( O M N I C O R E AG E N CY, 2017.) . Due to this, we have decided to use our Facebook page as our primary landing site and source of information. On this page we have posted a 30 second spot along with an extended teaser trailer.

We have also included a “Make Your Own Blob” tutorial, which has been our most popular post reaching 158 and engaging with 54 people in one day. In the last 28 days we have acquired 110 new page likes, 129 in post reach, and 231 in post engagement with an increase of 116 followers.

TO V I E W E X T E N D E D C O N T E N T V I S I T H T T P S : // M . FAC E B O O K .C O M / T H E B LO B R CA D/

“ M A K E YO U R O W N B LO B” T U TO R I A L

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INFLUENCERS Social media influencers are important for creating awareness and brand popularity, which is why we created a Public Relations Kit. This kit would be sent out to popular influencers and youtubers to create buzz. The package includes ingredients to build your own blob as well as a t-shirt and one of four collectible posters.

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additional promotions UNIVERSAL’S HALLOWEEN HORROR NIGHTS™ MAZE What better way to grab the attention of thousands of horror movie junkies than at Universal’s Halloween Horror Nights™? There’s almost always one house dedicated to a classic horror film at this event, and with thrills and chills around every corner, “The Blob” could be the perfect addition to Universal’s Halloween Horror Nights™ 2018.

MAZE ENTRANCE

MAZE MAP

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HHNâ„¢ MAZE MOOD BOARDS IMAGERY SCENT FEEL SOUND

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MERCHANDISE

This merchandise can be sold at

“Monsterpalooza” during April of 2018 to start building buzz around the more iconic image of “The Blob” while also introducing our new graphic aesthetic. The merchandise will then be withheld until Universal’s Halloween Horror Nights™ where they may be purchased at the event.

This creates an exclusive and collectible aspect to the merchandise.

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campaign phases RELEASE DATE SEPT. 12TH, 2018 3 MONTH IMPLEMENTATION

PHASE 1: JULY

• T R A I L E R ( 30 S E C S P OT ) • P O ST E R S • M E R C H A N D I S E S O L D AT M O N ST E R PA LO OZ A

PHASE 2: AUGUST

•SOCIAL MEDIA I nstag ram, Face book , Sn apch at Slime tuto rial Ex te nde d Traile r

• S N A P C H AT A R ( F R O N T & R E A R FAC I N G CA M E R A )

• I N F LU E N C E R S ( S L I M E K I T + M E R C H A N D I S E )

PHASE 3: SEPTEMBER

• R E L E A S E ( S E P T 12 T H ) • H H N ™ M A Z E S E P T - O CT • M E R C H A N D I S E S O L D AT H H N ™

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works cited S. (2017, August 11). Snapchat by the Numbers: Stats, Demographics & Fun Facts.

Retrieved December 12, 2017, from https://www.omnicoreagency.com/snapchat-statistics/ S. (2017, November 08). Facebook by the Numbers: Stats, Demographics & Fun Facts.

Retrieved December 12, 2017, from https://www.omnicoreagency.com/facebook-statistics/ S. (2017, August 24). Instagram by the Numbers: Stats, Demographics & Fun Facts.

Retrieved December 12, 2017, from https://www.omnicoreagency.com/instagram-statistics/ Cilluffo, Anthony, and D’Vera Cohn. “10 Demographic Trends Shaping the U.S. and the World in 2017.” Pew Research Center, 27 Apr. 2017, www.pewresearch.org/fact-tank/2017/04/27/10-demographic-trends-shaping-the-u-s-and-the-world-in-2017/.

Kiersz, Andy. “Here’s How Much Millennials Are Earning Annually across the US.” Business Insider, Business Insider, 25 Nov. 2016, www.businessinsider.com/millennial-median-wage-map-2016-11/#alabama-1.

Desjardins, Jeff. “INFOGRAPHIC: Millennials Are Watching Less TV - and It’s Great News for Netflix.” Business Insider, Business Insider, 10 Apr. 2017, www.businessinsider.com/millennials-cable-vs-netflix-2017-4.

Research, E-Poll Market. “Netflix Is Now Preferred TV Viewing Source for ALL Demographic Groups.” PR Newswire: News Distribution, Targeting and Monitoring, 18 May 2016, www.prnewswire.com/news-releases/netflix-is-now-preferred-tv-viewing-source-for-all-demographic-groups-300270704.html.

Sheinman, Allen. “Top 5 Horror Conventions.” Meetings And Conventions, 7 Oct. 2016, www.meetings-conventions.com/Blogs/The-List/post/2016/10/07/Top-5-Horror-Conventions.

Holloway, Real Ryan. “Donald Trump’s Administration Is Literally a 12 Month Long Remake of The Blob. #Trump #Theblob Pic.twitter.com/HdVAnYdcMq.” Twitter, Twitter, 20 Nov. 2017, twitter.com/RyanHolloway75/status/932459501281722369.

Retroist. “Retroist Blob Podcast.” The Retroist, 4 Jan. 2017, www.retroist.com/2015/10/11/retroist-blob-podcast/.

Straczynski, J. Michael. “For Those Who Can’t Believe There Actually *Was* a Theme Song to ‘The Blob’ Here’s Ten Hours of It. You’re Welcome. Https://T.co/FEY0tNDPn5.” Twitter, Twitter, 15 Sept. 2017, twitter.com/straczynski/status/908569974465216512.

“BTV Ep37 Blob v Blob w_ The Grave Plot Podcast 4_24_17.” SoundCloud, soundcloud.com/btvcast/btv-ep37-blob-v-blob-w_the-grave-plot-podcast-4_24_17.

“The Blob 1958.” Tumblr, www.tumblr.com/search/The+Blob+1958.

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works cited Zimmerman, E. Lee. “#Theblob - Twitter Search.” Twitter, Twitter, 3 Nov. 2017, twitter.com/search?q=%23theblob&src=typd&lang=en.

“The Blob” Reviews/Discussion - 2010 Horror Challenge: Day 11 [Archive] - DVD Talk Forum, forum.dvdtalk.com/archive/t-580382.html.

8mm Forum, 8mmforum.film-tech.com/cgi-bin/ubb/ultimatebb.cgi?ubb=get_topic%3Bf. Team, Trefis. “Netflix Subscriber Growth Continues Unabated, As Margins Improve.” Forbes, Forbes Magazine, 19 Jan. 2017, www.forbes.com/sites/greatspeculations/2017/01/19/netflix-subscriber-growth-continues-unabated-as-margins-improve/#5aca6a4b52dd.

Rodriguez, Ashley. “Netflix Divides Its 93 Million Users around the World into 1,300 ‘Taste Communities.’” Quartz, Quartz, 22 Mar. 2017, qz.com/939195/netflix-nflx-divides-its-93-million-users-around-the-world-not-by-geography-b ut-into-1300-taste-communities/.

Molla, Rani. “How Many People Stream Netflix?” Recode, Recode, 17 Apr. 2017, www.recode.net/2017/4/17/15330158/how-many-stream-netflix-subcribe-international.

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thank you