I Daniel Blake

Question 1

MARKETING - Newspapers

Answer 1

Over the line marketing
Trinity Mirror Group implemented the IDB campaign though disruptive displays throughout a series of papers - eg the I in “The Mirror” being graffitied on as it is on the IDB film poster.
They also gave away 10,000 free tickets to IDB screenings.
Banner advertising for IDB on website.
Editorial written by Daniel Blake in Oct 2016
Articles promoting the film.
Fits with left wing political agenda.
Successful as 57% trinity readers wanted to watch IDB as a result of the campaign

Question 2

MARKETING - Posters

Answer 2

Over the line marketing
Series of posters released in which clearly represent the values of the film - through the representation of community (DB and a family), social rebellion (Graffiti and fist in the air).

Good reviews are on the adverts, alongside the mention of notable awards and companies such as the BBC, BFI and the Palme d’Or

Question 3

MARKETING - Social media

Answer 3

Example of above the line marketing as it reaches an extremely wide audience.
Director Ken Loach tweeted and promoted the film using interactive hashtags such as DanielBlakeDay and WeAreAllDanielBlake. 1.1 million engaged with these hashtags.

Bespoke IDB filters were available for Facebook profiles to spread awareness of the film - these were used by 16k people.

Question 4

MARKETING - Guerilla Marketing

Answer 4

Below the line marketing
Projections relating to IDB - quotes and the name of the film - were done in public places such as the houses of parliament using the Nomandix iProjector to draw attention to the film.

Question 5

MARKETING - Online

Answer 5

Over the line marketing
YouTube video campaigns done by The Guardian paper of normal/celebrities eg Jeremy Corbyn saying “I am Daniel Blake” to spread the messages of the film.

Documentary style YouTube videos made in which they follow people going through similar situations to Daniel Blake to highlight the realism of the film.

Haley Squires (one of main actresses in IDB) went onto This Morning to talk about how her and many others relate to IDB.

Question 6

MARKETING - other

Answer 6

Multiple Go Fund Me pages were made to raise money for children to go to screenings of IDB and to send the Conservative party to see it too.

The film was heavily spoken about, even in Parliament to make a point of the lack of social care for citizens

Question 7

Curran and Seaton cultural industries

Answer 7

Arguably, the IDB campaign is not wholly focused on profit - instead it is centred around spreading a message around fighting for social justice.