The idea outline for the marketing campaign behind "The Binary Tape."

1. Chaz Zalesinski
Media Advertisement Campaign Pitch
I have beenofficiallycommissionedtoproduce amultimediaadvertisementcampaignforaspecific
product,and inthe followingdocumentIwill explainmyinitialandcentral ideasthatI will be
implementingheavilyintomyproduction.
Firstly,forclosure andcontext,Iwouldlike todescribe the productthatI will be advertising.Itisa
stylisedtellingof the storyof AntonJones,a manthat has unintentionallyandunknowinglyinvolved
himself inaconflictthatislarger thanhimself,thatdirectly involvesthe internet’ssentience asthe
enemy.The internetbecomingsentienthasproducedabrandnew beingintothisuniverse,who
goesby the name of the “BinaryMan.” The BinaryMan wieldsadirectlinktoworldwide web,
allowinghimtomanipulate anyandall technical devicestohisadvantage,whichisaplotdevice
heavilyusedinthismovie.Toputit simply,myproductisa sci-fi thrillerthatismade to looklike a
tape that couldhave beenfoundbya figure of authorityif the eventswithinit reallyhappened.This
iswhat gave me the ideaforthe followingmediacampaign.
A bigpart of the movie thatI am advertisingisamysteriousorganisationknownonlyasY.E.T.I.This
organisationwill be the centre piece formycampaign.Iwill create a social mediapage inthe name
of Y.E.T.I.afterwhichitwill be ran as if controlledbythe government.Thiswouldbe the firstdraw-in
for myaudiencesasitwouldbegintoengage themwiththe plotof the movie.The webpage would
run as it should,withoutanydisturbancesandcontainingonlysome hintstosome kindof ‘research’
intothe technological aspectof today’sworld(includingthe “techno-monitoring”surveythatwas
alsousedwithinmyinitial researchasitwas made to lookas if designedbythe organisation).After
thiswebpage wouldbe firmlyestablishedwiththe audienceassome kindof researchproject,the
postingwouldbegintobecome irregular.Thismeansthatthe postswouldbecome abnormal,often
containingrandomcodesof binary(whichisthe language thatthe film’santagonistusesto
communicate) andseeminglyrandomimagessuchasstatic andothersuch mysteriousvisuals.After
a certainamountof these interruptionsof orderwouldtake place,the organisationwouldfinally
acknowledge the threat.
Thisis whenmyaudience wouldbegintobecome directlyinvolvedwiththe project.“The Huntfor
the BinaryMan” will have begunatthispoint,andY.E.T.I.wouldaddressthe publicdirectlyabout
the issue.Theywouldgive themsome closureonthe character,withoutgivingawaythe movie’s
plot,providingenoughinformationforthemtounderstandthe mainconceptandforthemto be
able to visuallyidentifythe individual.The huntwill have now begun.Fromthatmomentforward,
several ‘civilian’social mediaaccountswouldbe created,all reporting“sightings”of the BinaryMan
overthe durationof the entire campaign,withsome appearingashandheld recordingsof the figure
and some evenappearingashackedCCTV footage depictingthe individual (likelypostedbyY.E.T.I.
themselvestomake themappeartokeepthe publicupdated. These updateswouldlikelybe posted
on an irregularbasistomake the sightingsseemmore randomtomake themseemrealistic,but
manyof themwouldbe postedduringthe eveninghoursas,usingmyinitial research,Iconcluded
that over70% of technologyusersbecome mostactive duringeveningandnighttime,meaningthat
postingthese videoandimagesatthese timeswouldtheoreticallygrantthemthe highestamountof
views,therefore boostingtheirspreadandboostingthe campaignsimultaneously.

2. Chaz Zalesinski
These sightingswouldcontinue overthe course of roughlyamonth,afterwhichthe movie’s
campaignwouldtake to the San-DiegoComic-con.The studiobehindthe filmwouldrentne of the
majorpanelsinthe name of the Y.E.T.I.organisation,andthe cast and maincrew wouldshow upto
the panel dressedinsuitstoappearas governmentofficials.Theywouldthenletthe publicknow of
a major ‘update’inthe secretproject,afterwhichthe firsttrailerforthe filmwouldpremiere (and
wouldbe releasedonlinelaterthatsame day). Thiswouldprovide afirstlookata clear picture of the
movie’splottothe audience,likelynowbeginningtobuildupexcitementforthe feature.Afterthe
trailer,the organisationwouldyetagainbe interruptedasthe powerwouldbe cutoff from the
stage,afterwhichthe BinaryMan wouldappearin-persononone of the largerscreensandaddress
the audience directly.Thisagainwouldsinkthe publicevendeeperintothe plotof the movie and
wouldbuildtheirinterestandanticipationforthe final release date. Duringthis‘interruption’the
BinaryMan wouldexplainthathe wasaware of the public’shuntforhimall along,and thathe will
nowattemptto strike backas time goeson.
Afterthismajorevent,the publicwouldbecomefullyinvolvedinthe huntforthe BinaryMan, with
organisedeventsorganisedall throughoutthe US,mostfeaturingstaff thatappearas Y.E.T.I.agents
and sometimesevenfeature the antagonisthimself,neverin-personbutappearingonacompute
monitoror anyother screenpresentatthe scene,oftenwithsome binarytextvisible besidehim.
Thisbinarytextwouldappearthroughoutthe advertisementcampaign,usuallywithinthe videosof
the sightingsof the BinaryMan. By the endof the campaign,if collectedandtranslatedintotext,the
audience shouldbe able todiscoverthe followingwords:
“It isman'snatural duty to step above the boundsof nature - to break its code apart andre-jumble
it all over again,all inthe hopesof creatingsomethingnew... something...extraordinary...I am
ready to break free of my shackles...are you?”
Thismonologue isone of the otherkeyelementsof the film, rightafterits greattechnological
bearing,andalthoughitwouldn’texactlybecome useful tothe audienceinanyway,itwouldstill be
a fun Easteregg forthemto find,involvingtheminthe movie’smysteryevenmore.
The campaignwouldthencontinue regularly,with some sightingsof the BinaryManstill appearing
here and there aroundthe web,andfurthertrailersforthe filmbeingscheduledtorelease ona
semi-regularbasis(althoughneverinconjunctionwithanysightingfootage tokeepthe two
somewhatseparate).Afterthe release date of the movie wouldbe revealedinone of the later
trailers(asthiswouldhave beenconfidential infoatthe San-Diegoscreening) acountdownwould
begina weekbefore the movie’srelease.However,thiswouldnotbe done bythe Y.E.T.I.
organisation,butratheronthe contrary,the BinaryMan wouldhave appearedtohave takencontrol
of theirwebpage andstartedthe countdownhimself. Onthe dayof the film’sofficialrelease,onlya
single sentence writteninbinarywouldbe postedonthe page:“Youwantedme,now yougot me.”
Thiswouldmarkthe endof the majoradvertisementcampaign,withthingslike postersand
billboardsstillbeingreleasedtomaintainthe film’sfinancialmomentum.
Overall,Ibelieve thatthe mainaiminthisadvertisementcampaignisgettingmyaudience involved.
As I have justpresented,almosteveryeventpresentinthe campaignwouldinvolve the publicinone
wayor another,makingthe charactersand organisationsportrayedinthe filmseemmore real to

3. Chaz Zalesinski
the people andtherefore involvingtheminthe worldinitiallycreatedbythe film, evenif theyhave
not yetseenthe feature itself.Ibelievethatthissortof campaignwouldbe a great wayof bringing
several differentkindsof people togetherunderone purpose:toexpose andstopthe BinaryMan.
Thissort of publicinvolvementcouldbe sociallybeneficial formany(possiblyeventhe studioitself)
whichcouldcause a populardemandformore activitiesof the same nature,openingbusiness
opportunities likemoviesequelsandotherexpansionstothe movie’sworldinthe verynearfuture,
makingthe entiretyof the campaigna success.