2. What is a cohesive marketing
campaign?
• A cohesive marketing campaign is a campaign
that links across different media platforms
that show a clear relationship with each other.
• My example is the feature length 2010
documentary, “Catfish”.
3. Film Poster
• The film poster is part of the Catfish campaign to
gain an audience for the documentary.
• Many audience members would be digital
natives, therefore would have access to web 2.0,
the main design of this poster is linked to social
networking site, Facebook. The slight blur
indicates a sense of mystery which would entice
the audience.
• The central blue title is representative of the
Facebook logo, due to the same font and colour.
• “Don’t let anyone tell you what it is” – this
highlights an idea of the unknown, and secrets,
this would attract the audience as they would
want to find out what the secret it is, it captures
their attention.
4. The successful reviews are placed on
this poster the show the importance
of seeing it, and also highlighting is
positive response.
Seeing how well a production has
done is a critical acclamation.
Despite the different layout, this
poster is similar to the last as they
are both reflective on the social
networking site Facebook, causing
the audience to recognising the
poster.
This title is identical to the
Facebook logo, this would
capture the audience as
they would identify and
link the poster to their own
knowledge.
Due to the extreme close up on the females face, there is a
suggestion that something is being hidden, enticing the
audiences, exciting them in to wishing to find out whats
happened.
5. CATFISH DVD
Although this DVD is slightly different with
colour, there is still clear similarities, such as the
use of extreme close up photos on the male and
female.
The colours on this poster are far more
intimidating, the dark black consumes the cover,
this would capture the audiences attention as
they would feel lured into the design.
6. WEBSITE
• The website also uses the same
title as the DVD cover, recognising
the audiences attention.
• The red title is bold and striking
which will interest the audience.
• The black, dark background also
brings back the idea of the
unknown carried through on each
poster and DVD cover, this will
persuade the audience, by inviting
them to find out the secrets the
documentary reveals.
