This document discusses a student film project that created a horror trailer, poster, magazine cover, and social media page to promote their film. They used consistent branding elements like the killer character, font, and tagline ("Going offline will be killer") across all materials. They also planned to promote the materials digitally by creating an online myth about the killer on social media sites. Their goal was to link all parts of the campaign together through visuals and themes to effectively promote the film.

1. HOW EFFECTIVE IS
THE COMBINATION
OF YOUR MAIN
PRODUCT AND
ANCILLARY TEXT.
THE DARK

2. THE DARK NET
TRAILER
For our production we have created a horror
trailer along with this a poster magazine cover
and promotional social media page. We created
our trailer using Premier pro, our poster and
magazine on Photoshop and our social media
page on Facebook. We created our trailer
through research and planning of codes and
conventions of the horror genre with reference
to Burtons genre theory.

3. We used a picture of the killer in both the magazine and the
poster. We did this to make a clear link between the two. The
photo is effective as the killer is very memorable. He appears in
the trailer and now both the magazine and poster. This creates a
clear link, the mask the killer uses as well as the glowing red eye
seen in the poster and trailer are unique and memorable. We used
the same title font and colour throughout the production. The font
is from Dafont.com and has been used in the trailer the social
media page poster and magazine cover.

4. In both our magazine and our poster we also wanted to have
a theme of social media and technology therefore we added
a camera at the top of the poster with a red light suggesting
it is recording. We also added a recording symbol next to the
killers glowing red eye. This creates the effect the audience
reading the poster are being watched by the killer.
For our magazine we used the killers glowing eye and also
created a glow effect from left to right. This effect is ament to
create the effect a computer screen has in a dark room. This
makes it look like the killer is on the computer with the
screen just off shot. Once again linking the use of
technology and communication.

5. We thought it was extremely important to have a consistent title with a
consistent font and colour palate. We got the font from Dafont.com and
also added in a mouse cursor to once again reinforce the theme of social
media and use of the internet and modern day technology. This copy
also appeared in our social media page. We used this text throughout the
campaign as a form of synergy that is used through multiple types of
media from Photoshop to Premier pro to Facebook.

6. Another concept we used throughout the campaign was the tag
line “Going off line will be killer” This featured in our social media,
trailer and film poster. A tagline is important for a film and an
effective catchy tag line is memorable to an audience. Therefore we
wanted to make a catchy memorable tag line for our campaign.
The tagline then also links to our theme of social media and use of
modern technology and this helps the audience understand the
themes of the film just by looking at the title and tagline

7. We also planned to use a digital strategy and create a myth
about the killer on social media sites such as twitter
facebook and sites like chatroulette and omegal. The myth
would be about the appearance of the killer on these sites
posting messages and videos using the using #TheDarkNet
hash tag and writing the “Going offline will be killer” tag line.
This would further promote the other media as it will link to
the trailer poster magazine and other social networking sites.
This is also a way to create “buzz” for the film and build an
audience that can then look up the other media used to
promote the campaign.
DIGITAL STRATEGY

8. ICONOGRAPHY
We have also used iconography throughout our campaign to
show the genre of our production which is horror. For
example the killer in our campaign wears a mask this is a
form of iconography of the horror genre. Because this helps
the audience understand the genre we used the use of the
killer and the mask in our trailer poster and magazine cover.
The use of the mask iconography is used on three forms of
media and helps link our campaign together.

9. EVEN BETTER IF…
In our campaign we did not use the tag line in our magazine
cover. If we could do the campaign again I would make sure
that the tagline would run through all forms of media. We would
also want to add our digital strategy into our campaign as this
would be an effective way of creating ‘buzz’ and promoting the
campaign. We could also use more social media to advertise
our trailer and use twitter as well as Facebook to broaden the
exposure of the campaign.

10. CONCLUSION
In conclusion we have created a campaign and used synergy
throughout our campaign for the different forms of media we
have used. We have used the same font, colour palette and
format for our title, this is memorable for the audience and will
allow them to spot it on the other forms of media and link them
together. We have used the killer throughout the campaign this
is another way that the campaign can be linked by the audience.