Working to a creative briefAngry Birds: The MovieMeg Henwood

The creative brief I made I created a brief that worked towards a film

that is due to be released in August 2013.

The film is Percy Jackson and the Sea of Monsters, the second to a five part series that follows the eponymous character of mythical adventures.

This brief was made because the first film wasn’t as successful as hoped, and existing fans are reluctant about this second film.

The creative brief I chose I chose to work on the creative brief for Angry

Birds: The Movie. It is due for release in Summer 2016.

It will be produced by Rovio, the maker of the game, as well as David Maisel and John Cohen, who have worked on films such as ‘Ice Age’ and ‘Hop’.

I chose this brief because of the time. The film is due to be released in 3 years time, which means that my campaign is original, and nothing for the film is around now (e.g. no posters, trailers etc.)

About my productPotential cast members include Anne

Hathaway, Bradley Cooper, Whoopi Goldberg and Robin Williams.

Rovio will be producing a year-long series of ‘Angry Birds Toons’, which is an animated show while fans wait for the movie.

The game was first created in 2007, and has had over 1 billion downloads. The game now has many versions, including ‘Angry Birds Rio’, ‘Angry Birds Space’ and more recently ‘Angry Birds: Star Wars’.

Target Audience The target market for this product is children and teenagers

between 7-20 (according to the creative brief)

Can also be considered as people who have played and are fans of the game.

The film would also have to appeal to adults, as they would have to take the younger end of the target audience. However, adults do play the game too, and it appeals to all genders.

Appeals to a broad demographic because it is a multi-platform game, is 'portable media', can be played on the move.

The game is also incredibly simple, so it is easily accessible to all ages

Preliminary researchFor this, I decided to research games that have

been turned into movies.

When researching this, I found a number of games that had done this: Pokemon, Lara Croft: Tomb Raider, Assassin’s Creed and World of Warcraft.

I decided to focus mainly on Pokemon, but then on Lara Croft.

Preliminary research Pokémon started as a hobby for catching bugs.

The creator decided to create a game out of his bobby for his children. Gameboy took the idea on, where catchers have to collect the 150 Pokémon.

The film was marketed all over the world with posters, trailers, and the reveal of a 151st Pokémon.

The campaign was helped with the selling of a new game release, the animated TV series, and merchandise, which included a playing card game, toys and a ‘Pokedex’.

Mind Map

Print Marketing

• Bus Stops• Billboards• Outdoor Marketing- mass

marketing• Posters/images• Leaflets

Publicity

• Encourage press to talk about your product

• Press Release- promote the benefits

• Stories/articles• Reviews• Chat Shows• Interviews• Celebrity endorsement.

Web 2.0

• Connects with a niche audience

• Social Networking/ blogs• Adverts/banners• Emails• Website- ‘unlock info?’

Events• Premiere- niche

audience but generates publicity

• Award ceremonies• Sponsor events

Trailers• Cinema before

films• YouTube- on its

own or before videos

• TV

Other• Itunes• Mobile Technology• Merchandise• QR codes• Giveaways• Word of Mouth• Theme Park

Marketing tools and techniques

My IdeasPoster

Web banner- animated

Event- Introduction of the new pink bird and orange bird. Giveaways

Twitter and Facebook- news feed, hash tag, competition

Press Release

Marketing Strategy In response to the creative brief, the strategy

will involve a through-the-line campaign with mainly traditional methods, but incorporating Web 2.0 to advertise the film to the correct target audience.

This strategy will  focus on promoting the upcoming movie to the target audience, as well as their parents. It will be promoted as a 'family friendly' film.

Marketing Plan- SWOTStrengths

Angry birds is a well-known game, and popular

It will have been played by quite a broad audience which will also attract more of a profit.

The producers have been focused on in articles.

The movie will be produced in both 2D and 3D

The film will début 6 months before the 7th year anniversary of the games release, which could be used in Rovio's favour.

Marketing Plan- SWOTThough the movie is likely to be a success with children,

it does have a limited target audience,

as well as a limited story line.

The product launch is also in 2 years times. This is a potential problem because a lot of technology could be produced which would help market a product, so it is difficult to think of everything now.

Marketing Plan- SWOTThe Olympics- being held in Brazil. (for example, they

could make the Olympic rings with the birds heads on them, or have the birds soaring through the rings as a way of advertising). They could also use the fact that they already have  'Angry Birds Rio', which is one of their games which is linked with the film 'Rio', which is obviously set in Brazil.

There is also Euro Football that they could sponsor, which is also due to happen in 2016.

Another potential opportunity is technological advances, for example, 4D cinemas, which would create an interactive cinema experience.

Marketing Plan- SWOT A technological threat is that the novelty of going to see 3D films in

cinema probably will have worn off by 2016. However, if 4D is invented, then they would be this in there anyway.

Another major threat is if Angry Birds isn't as popular as it is now. Already fans are skeptical. 

Another threat is the target audience itself. The film isn't hitting a target audience of people who have disposable income, which is typically between the ages of 16-24. The film will have to make parents want to take their children.

The economy will also affect the amount of takings the film has: if the economy is bad, then it may not make as much. However, this could be an opportunity, as if the economy is good, then this won't be a problem.

Lastly, an unlikely threat is if there was to be an outbreak of something such as bird flu. This may affect the takings, but it is highly doubtful.

Marketing Plan- Competition There is already a lot of competition of films that

are due to be released in 2016. However, the months of these films are to be confirmed.

These films are: ‘Avatar 3’, ‘Finding Nemo 2’, ‘Kung Fu Panda 3’ and ‘How to Train your Dragon 3’.

These are problems because they are all well known franchises and have been popular, with the first Avatar making over £3 billion worldwide.

However, Angry Birds has never been made into a film, so isn’t overdone!

Idea 1My first idea is a poster campaign. This

consists of eleven different movie posters.

Why do the poster campaign like this?

ResearchFor my second idea, I decided to research what

websites would advertise my banner. The first was social networking sites, as on Twitter and Facebook, Angry Birds already has its own page.

I also looked at children’s websites to see whether they could. Sites such as Neopets, an online game similar to a tamagotchi could advertise the banner because it is of similar subjects.

However, I found that ‘Club Penguin’, a Disney site where the user can play games, wouldn’t advertise because they don’t have third party advertising because they believe that the target audience is too young to be influenced by them.

Idea 2My second idea was an animated web banner.

I thought that this would be a good idea because the game originated from an online platform.

The creative brief also stated that the game should include an online campaign.

http://meghenwoodmarketingandpr.blogspot.co.uk/2013/03/animated-web-

banner.html

How was this made?Why?

Idea 3My third idea was an event.

This will be in main cities: London, Manchester, Edinburgh and Cardiff.

The event will include the introduction of two new birds: The orange and the pink.

The event will be an ‘Angry Birds Fare’, and games will include:

A game similar to the game.

Piggy Shy

Angry Birds Toss

And Angry Birds Bowling. Each game will have target scores. The prize they win will depend on the score.

Why this event?

Idea 4My fourth idea was a Twitter and

Facebook page.

I made the Facebook page using an online application called ‘Fakebook’. I then took this to Photoshop to make final touches, such as the Facebook logo, the search bar and my poster.

For the Twitter page, I created an actual Twitter page, got some followers and ‘tweeted’ several times. This was then taken to Photoshop and tweaked.

Why have I done this?

Idea 5My fifth idea was a press release.

I decided to do this because it would create hype about the film.

I added all of my ideas/images into this press release and wrote about them.

Why have I sent to these places?

‘Angry Birds fans will be happy to hear that Rovio is planning the production of Angry Birds:

The Movie in Summer 2016, along with producers David Maisel and John Cohen.’(Start of press release)

Would send to:• The Sun• Total Film• Empire• Jonathan Ross• Heat• Shout• Toxic and • Kids.

What is my aim of writing this press release? to get a wide audience who isn't necessarily the target audience talking about the film. This is because they would be able to promote to parents and older siblings, so they would

take the child to see the movie.

Media PlanWhy would my campaign be like this?

Thank you