The document discusses marketing strategies for a new Ice Age film coming out in July 2012. It analyzes past marketing approaches for the Ice Age films that targeted both children and parents. It then proposes new marketing ideas focused on digital media and online promotions, including developing an iPhone app, partnering with a film trailer website, offering special cinema meals with codes for an interactive film website, and using other digital promotional products. The goal is to reach broader audiences by capitalizing on children's growing internet and technology usage.

2. My aim is to come up with marketing strategy for
one of the products we could choose in this unit.
I decided to research and extend my knowledge
on animation series for Ice Age and its new film
coming up on 13th of July 2012.
My main focus will be directed on a new film and
how to effectively promote it so that it reaches its
target audience, making the best profit possible.

3. Originally the prime target audience
for Ice Age were children aged around
8 years old, they are starting to
understand the nature around them
and beginning to recognize flora and
fauna.
The British Board of Film Classification
categorized Ice Age as Universal which
means that all ages can be admitted
and there is nothing unsuitable for
’’It's clever enough to amuse adults, children.
yet sufficiently kid-friendly to delight
tykes with diminutive attention However Ice Age was not only
spans.’’ targeting at kids, but their parents who
became the second target audiences
March 18, 2002, Joe Leydon

5. • Trailers
Comedy persuasion has
driven the audiences in a
first place as shown in the
first trailer; the movie
contains a lot of humour
and funny actions.
The company decided to
promote the film by trailer
because it will reach a lot
of people coming to
cinemas to watch similar
products.

6. • McDonald Corporation
McDonald is a big food brand that all children love. This is why by
cooperating with this company was profitable for creators of the film,
actually both of the businesses gained the advantages from using the
characters form Ice Age.
The Ice Age could promote their new upcoming films whereas McDonald
could encourage kids to motivate their parents to go for a meal just to get
a toy of their favourite animated character.

7. • Toys
So when the child is coming to a toys store it is
attracted by the toys of character they already are
familiar with. The animated creatures are for the
kid like friends. Therefore by developing the film
into the toys the remembrance of the film is not
disappearing and this is how the film has made a
big profit over the years.
• DVDs and Blu-Ray

8. • Games and books
Until the age of 8 years of age children do not recognize in the
transmission of advertising elements of persuasion and
influence.
Very young children are not able to distinguish advertising
content from the actual program. Even older children are not
often able to pick product placement advertising in programs
designed for them.
Marketers often use the older children's natural need to belong
to a peer group and their tendency to rebel against authority as
the key to building advertising campaigns.
However the content of the games and books can be also useful
for education purpose; like in case of Ice Age products they are
amusing and informative.

9. After analysing the past marketing strategy and
products for Ice Age films my finalized idea is to
reach the media streams of newer technology as
every other advertising sources were used before.
My Movies iPhone App
Media Park – Free film trailer channel
Special Meals in CINEMAS
Special Website = Special codes on a
cinema tickets and other promotional
products

10. Data that I gathered from my research is proving that
children are using more and more Internet and they
usually doing it from their homes.
The technology moved forward and computers as
well as laptops are in nearly every house becoming a
part of everyday life. So my main strategy is to use
this information and focus on virtual promotional
products.
The target of this action is to reach
even more target audiences
comparing when using well-known
methods such as press release and
other products mentioned earlier in
the presentation.
http://otal.umd.edu/UUPractice/children/

11. First idea is to promote
the new upcoming
animated film via
recognized website with
trailers filmtrailers.com
This website allows user
to check for the latest
films and it is free of
charge.
This will be a good way of
promotion for new Ice
Age 4.
http://uk.filmtrailer.com/

12. Next conception is to launch Ice
Age 4 film in the iPhone
Application that is available via
connection to the Internet.
This will be beneficial for
parents with children for
example in journey. The kids are
becoming bored really quickly
and due to this application they
could watch the Ice Age on
their parents mobile.
Obviously the service is not free
therefore it will brought some
profits, but it is affordable and
more accessible then DVD (can
be watched everywhere).

13. This is a official website
for Ice Age 3 with
backgrounds, gallery and
many other funky things
to explore.
I know this thought was
already used in
advertising the previous
series of Ice Age films,
however there is going to
be a twist to it. For new
Ice Age 4 website there
are going to be a codes
on the promotional
products slowly revealing
all the good from the
http://www.iceage3.co.uk/ website.

14. Another idea is to create new Ice Age 4 cinema meals with the
codes to the website and characters and other amusements
such as colouring pages or quizzes for kids.
It was used before and children's tends to have a popcorn
with their favourite characters on it instead of normal one.

15. If you have got any
other questions, please
fell free to ask?
Thank You All for Watching
By Sandra Ksiazek