How to Succeed in Business without Really Trying

18Oct11

The title of the musical “How to Succeed in Business without Really Trying” popped into my head, whilst reading the texts this week and the irony of the title struck me as I realized that it is very difficult to succeed in business; especially in today’s market place.  When I ponder on the global media market and the interaction of prosumers; I realize that marketing any product (radio, TV, film, video games, etc.) is reliantly on being diverse and targeted across a multi-platform international network.  I looked at the recent success of the film “Real Steel” and noted how the film’s marketing team sold the film.

First we were given the teaser poster, which began by setting, “…up the movie’s premise to a pretty decent extent, showing just a robotic hand coming up and grasping the heavy metal ropes of a boxing ring. You don’t see the entire robot but you do get some copy that promises “Champions aren’t born. They’re made.””1 Next we were introduced to the world through the trailers, which establishes that boxing is no longer performed by humans but instead, “has people using massive robot surrogates to fight in the ring instead.”1 We were then immersed in the film through the feature’s web presence.  You could download wallpapers, screensavers, etc. from the official website, see exclusive footage through the Facebook page, and play an on-line ARG centered on the world of these boxing robots.  In other words, the film’s marketing team succeeded in creating an all immersive experience for their target audience that generated enough hype that the film has remained, “the No. 1 movie for the second-straight weekend.”2

This marketing strategy seems to me to exemplify the 3-D Marketing strategy employed by Howell Henry and Chaldecott Lury because it expanded, “…customer relationships into a series of interlocking experiences…” and created a brand for their product.3  In other words the convergence of all of this technology formed, “…the skeleton around which…,” this advertising campaign was formed.4

Russell McGee

1 Chris, Movie Marketing Madness: Real Steel, WWW Document, http://www.moviemarketingmadness.com/blog/
2 AP, ‘Real Steel’ repeats as box-office champ with $16M, WWW Document, http://www.google.com/hostednews/ap/article/ALeqM5jPB3cSdVDGOuf9aUG0v3ypIQM7sw?docId=2aab3a7aaa304d4595e7a5f2703b9ec4
3M. Deuze, Managing MediaWork, (SAGE Publications, Inc., Thousand Oaks, CA, 2011), pp. 203.
4M. Deuze, MediaWork, (Polity Press, Malden, MA, 2007), pp. 124.

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One Response to “How to Succeed in Business without Really Trying”

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