I, Daniel Blake Flashcards
Definition of independent films
A film produced outside of a major film studio, in addition to being produced and distributed by independent entertainment companies
Definition of grass roots or guerrilla marketing
Starts from the ground up, instead of launching a message you hope will appeal to many people, it targets specific individuals, strategically planning and predicting its spread through word of mouth
What were some advertising techniques I, Daniel Blake used
The films UK premiere took place in Newcastle upon Tyne in the film’s setting. London did have a premiere after which was attended by Jeremy Corbyn
Guerrilla protection campaign saw quotes from the film being projected onto buildings in cities such as Newcastle, as well as the houses of parliament - catches people’s attention with shock factor and leads to spread across social media
The Mirror, a commonly known left wing magazine publisher, printed with I, Daniel Blake on their from covers, replacing the I with the spray paint I from the film
The #WeareallDanielBlake spread across social media where people shared their stories of similar government issues and showed their support, all whilst promoting the film
Jetwashed onto dirty floors in the street the I, Daniel Blake logo, grassroots campaigning that is extremely simple but effective
What is the difference between above-the-line and below-the-line marketing?
Above the line is pre-planned advertising that’s normally budgeted or costly
Below the line attics are preferable for fostering driver relationships with potential customers (via social media, viral etc)
