The campaign incorporated themes of malfunctioning technology from the movie into various marketing pieces to make the story feel real. This included creating a simple Facebook page and YouTube channel for the fictional organization "Y.E.T.I." investigating technology issues in the movie's story. A website provided more plot details while also appearing glitchy. Binary codes throughout further immersed experienced viewers. The campaign launched over months in 2018 to build hype culminating with the movie's July release. Feedback confirmed the professional and cohesive campaign effectively told the story to generate interest.

1. Campaign Evaluation
Chaz Zalesinski

2. The Initial Idea
• The original concept was centered around a movie that I had produced
for a pervious project of mine, which I decided to “recycle” for the soul
purpose of having something to advertise.
• This meant that the style and atmosphere of the production were
already decided, which shortened the initial planning stage for my
campaign and therefore allowed for more time to create it, which
allowed me to develop a more intricate story for the campaign itself.
• The main idea behind this campaign is public involvement (based
partially on the marketing campaign of “The Dark Knight” and
“Deadpool”) and the general purpose was to make the characters that
are a part of the upcoming movie feel real to audiences and to get them
immersed in the story, which is something that I think I was able to
accomplish quite well.

3. Stylistic Choices
• A running theme throughout the original movie was malfunctioning
technology – the camera shots were always jittering, lights were
constantly flickering and everything was not working as it should in
general.
• Therefore I decided to incorporate this idea of broken tech into my
advertisement campaign, making a lot of it seem like the videos were
glitching or that the websites weren’t fully functioning.
• One way or another, every piece of my ad campaign would be constantly
malfunctioning to make the character of the Binary Man (who is
responsible directly for the malfunctions) feel more real to the
audience.

4. Social Media
• Considering the fact that my campaign was made to look like it was made by a government force that
were in the middle of a political and technical issue (who are always referred to as Y.E.T.I., and Francis T.
Kremit is said to be the CEO) I decided that if this scenario were to be real they would have limited
resources.
• Hence why the only social media platform that I decided to use was Facebook.
• The way I designed the page was extremely simplistic, as the page was meant to look like Y.E.T.I. was
calling out desperately to the public for help. And so, the simple look of the facebook page (officially run
by the CEO and set under his name) was created.
• The purpose of this page was to get the official investigation started, introducing the problem that the
organization are facing and addressing the public for help.
• Along the course of the next few months, fake evidence would be posted on the page, appearing to be
related to the case at hand and therefore progressing the story.
• This gradual progression and development of the characters would really allow for the public to read
further into the movie’s mythology, and would therefore hopefully build hype for the movie and get more
people interested, as in my initial research I discovered that social media is one of the best ways to reach
my target demographic.

5. YouTube
• The YouTube side of my campaign was also as simple as the rest of my
produced content, again to maintain that glitchy and broken feeling.
• The cahnnel only featured the video content that had already been
featured on the Facebook page, as Francis’ attempt at reaching more
people and hopefully receiving more help.
• As Francis states himself several times throughout the campaign, he is
not the best with technology and therefore is not knowledgeable when it
comes to customizing his YouTube channel, which would be another
reason to make it look as simple as possible.
• The YouTube channel did not play any major role in my advertising
campaign, as it was simply created to hopefully reach a wider audience,
as many people within my target demographic frequently use YouTube as
their first choice when watching videos.

6. Website
• The website was a different kind of presentation compared to the rest of my campaign’s
pieces.
• Again, to maintain the glitchy and malfunctioning atmosphere I created the website to look
like it wasn’t being displayed properly to the viewer. The paragraphs are all jumbled up, and
the website’s homepage features an official apology from the Y.E.T.I. CEO referring to the
website being “inoperable.”
• The website is likely the largest source of info on the plot behind the movie and its characters
that the audience could come across. It offers info on a certain individual (the Binary Man)
and describes roughly what has happened and what is currently happening.
• Throughout the website I have placed specific lumps of info that would allow for more
interested viewers to speculate on what will happen, how and why, but I crafted them so that
they would also seem interesting to the average by-passer.
• While my research showed that notas many people visit average websites as visit social
media, I concluded that a website would naturally be a government organization’s main way
of communication, and so I decided to include it within my campaign anyway.

7. Continuity
• As I have said before, I tried my best to maintain the glitchy and malfunctioning
look throughout all of my works, which made them all feel very consistent and
make them look as if they were all somehow affected by one event (which is
what happened according to the Y.E.T.I. CEO).
• However, another running theme throughout the products featured in my
advertising campaign is binary. Throughout all of my posts, webpages and even
video, binary is featured at one point of another. In this case I decided to go a
step further, and not simply include random combinations of 1s and 0s. All of
the binary feature in my campaign translates to something.
• Again, like the information on my website, I included this detail for more
experienced theorists that could possibly be a part of my audience. Should
anyone actually translate the binary text, they would uncover a whole new
aspect of the story that would only involve them more in the film’s mythology
and events, thus making the created world feel more real to them.

8. Major Releases
• The initial Facebook page would be created on the 22nd of April 2018, after
which regular updates would be posted on the page to generate interest in the
film and it’s story.
• The YouTube channel creation follows shortly after on the 30th of April 2018,
coinciding with the upload of the first ever video on the Facebook page.
• On the 29th of May 2018 the film’s website will be created, not necessarily
following a specific milestone in the campaign but rather simply another option
to spread my campaign’s features.
• The 20th of June 2018 will feature an interference on the Facebook page by the
Binary Man himself, showing the audience that not only Y.E.T.I. are part of this
film’s story.
• The film will be released on the 2nd of July 2018, marking a standard summer
release hoping to gain popularity within the span of the long summer break for
my target demographic.

9. Feedback
• In order to better understand how my test audiences feel about my products, I asked a couple of
individuals to rite anonymous reviews of my campaign. Here are some things that were said:
• “Your accounts all look professional and well thought out each of the accounts link up and represent the
same thing in a similar way. Your videos and overall story are interesting and good to watch; they are also
easy to follow.”
• “Look very professional. All accounts are linked together. Great YouTube channel good videos very
informative. All platforms are very easy to follow. They represent in a similar way.”
• “Very well designed overall, the provided information of the capaign crosses over nicely and the elements
do not contradict each other. Some of this information is encrypted deeply into the campaign for the more
observant to discover, overall the campaign comes across as professional and well made.”
• “Very interesting to look at and made to a high standard. Website works well as it shows how the virus is
progressing. The videos create intrigue as nobody knows who or what the thingy is.”
• “Your campaign certainly presents an intriguing premise; the videos are constructed really well, and the
website details interesting facts regarding ‘The Binary Man’. Very well done campaign.”
• As my feedback clearly indicates, my product is a very cohesive and understandable creation, as is its
story and style, which means that I succeeded in what I initially intended to do.

10. Conclusion
• Overall I believe that the way I have deiced to produce my campaign would
ultimately make it very effective in gaining popularity and advertising the film
itself.
• The way all of the media in this campaign is designed makes the story that I am
telling real to the audience feel real, and the “Easter eggs” that I included
within my content would only get everyone more involved, therefore building
excitement for the final release of the advertised film.
• Every post that I produced featured the hashtag #TheBinaryTape (which is the
title of the film) and so audiences would always know what is being advertised
to them and hopefully want to see it in the end.
• All of these things combined would ensure my campaign’s success, as everything
that I have created is designed to appeal to my target demographic, which are
he people that I am ultimately hoping to reach.

11. Thank you for taking the time to read
through my evaluation.