The document outlines the extensive marketing campaign for Star Trek Into Darkness, which utilized various online and offline strategies to generate interest and awareness among target audiences. Specifically, it discusses the use of trailers and exclusive content on iTunes, social media platforms like Twitter and Facebook, partnerships, merchandise, posters, magazines, competitions, actor appearances on shows, blogs, message boards, video games, billboards and more. The goal was to familiarize potential viewers with the film's characters, storylines and build anticipation ahead of its release through a sustained multi-channel approach.

1. Star Trek into darkness
Research

2. Purpose of a marketing campaign
• Market research must be done prior to the film being advertised in any way.
It would be a waste of time and money to attempt to reach an audience who
are not interested in the product, therefore a target audience must be
established.
• The purpose of a marketing campaign is to achieve the maximum number of
sales. Also to include the target audience in the marketing campaign and
consequently they will go and see the final product following this campaign.

3. iTunes
The iTunes page includes 29 trailers including a range of different
features such as clips, trailers, featurette and announcements.
Also on iTunes are links to a range of different marketing
techniques used by the film.
They have an app allowing the audience to join Starfleet and move
up in the levels, unlock exclusive content and win prizes.
They also have a link to the movie that you are able to pre-order to
download when it comes to it’s actual release date.
Another way of getting audiences involved is by including the
soundtrack meaning the anticipation is increased and can allow
the audience to familiarize themselves with the music selection
prior to release.
The book has been released and is a good technique as people
are able to read up on what is expected from this new film and be
aware.

4. Official movie website
http://trekmovie.com/category/paramount/marketing/
On this website they have a range of different devices that can be used to promote the film.
This includes the continuous feature of the ships/clouds/characters that are used throughout.
It also incorporates the links to twitter, facebook and Pinterest (accessible via login of
facebook/twitter) meaning the audience have different platforms to access the information from.
The link gives audiences interested access to new features that have been released about the film/
exclusive previews of the movie and sneak peaks.
There are also character profiles available meaning the audience can familiarise themselves with
current and newly introduced characters meaning the audience are already informed and
understand beforehand.

5. Social networking: Twitter
Twitter is a device used for marketing purposes that raises awareness for the film
with very little need for money.
It means they are able to keep the audience up to date and can see the number of
people interested by their followers and mentions.
They can create hash
tags and get them
trending to raise more
awareness.
The audience is able to
‘Tweet to Star Trek’
meaning they can gain
feedback and see how
interested people are.
They also have a
selection of photos and
videos meaning they can
keep the audience
anticipating the release.

6. Social networking: Facebook
Facebook is an increasingly popular device used to generate interest in movie releases.
They create pages that include the main title image and a cover photo. These are the most iconic
images and the audience will then associate these images with the movie from start to finish.
There is also sections for photos, ShowTime's, the app and cinemosaic.
The audience can also
access information about
the film from the description
box.
Also from the Facebook
posts they can see updates
and optionally ‘like’ the page
giving the audience control
and optionally wanting to
know what is the latest on
the film.
You can also see that the
page has been running from
at least 2011 showing that
they have been working on
the campaign for some time.

7. Featured
There are a selection of websites that the movie is featured on so that they are able to
increase interest and get themselves heard. They will have people already involved in
these websites tuning in to see what the new interest is about consequently
increasing the audience amount.

8. IMDb is a website film fans use
regularly to find out about latest
releases and find films that will suit
them.
On the website it features ‘Now
playing’ showing viewers the
cinemas close by the times and of
screenings near them
‘Own it’ viewers are able to pre-
order the film on DVD at
amazon.com and it is linked through
the website.
This website also
allows viewers to
login. Meaning they
can save their
preferences and can
be informed when
related features are
released.
There are links at the
top allowing viewers
to see the range of
different aspects the
website covers about
the movie.
There are links to
related news
featured along the
sides meaning
viewers can be kept
up-to-date with
related events.
Viewers are also made aware of the
awards and it’s ranking boosting
profile and appeal.
There are also a selection of video
clips and photos available meaning
viewers can see sneak peaks and
different shots increasing
anticipation.
There are also suggestions
included meaning viewers can
choose to look at other things that
may appeal them. This also means
Star Trek can be found this way by
people who weren’t intentionally
looking for it.
Cast/crew list can also be found
meaning audience can find the film
via an actor that interests them.
Anyone linked with the movie can
be traced from there other movies
audiences have enjoyed.
The central point of
the page is at the
top. It includes a
movie poster,
running time, genre
categories, user
rating, overview and
links to those
involved. This
increases audience
understanding and
knowledge prior o
viewing.

9. Posters
There are a range of posters that were released with a range of backgrounds. There is continuity throughout
with the same font with similar layouts across the page. There is also an emphasis on it being 3D and IMAX.
These are a range of posters that were released leading up to the film’s release showing how they’ve
progressed with the images and editing together to increase audience’s interest and anticipation.

10. Magazine covers
There are several covers for Empire magazine meaning
the audience has the option to decide the cover that is
preferable for them. This will be seen by film fans as they
are the people who will be buying these magazines. They
also has a feature in F*** magazine and a range of others
meaning they will attract an audience that may already
have an interest in the film due to previous Star Treks and
also audience members who are new to Star Trek.

11. Competitions and prizes
There were a range of competitions
launched prior to it’s release meaning the
audience could gain something from their
Star Trek previous experience and it will get
re-visiting fans back again.
For some pages it was a case of a
competition to win tickets to the premier
meaning fans will be more keen to enter
and get involved.
Although these
competitions are
mainly focused
on the more
involved fans it
also leaves it
open to all
audiences so
they are more
likely to enter.

12. Special shows
Actors feature on different shows
such as Jonathon Ross and
children’s TV such as CBBC’s
Friday download meaning they
reach a wider target audience by
reaching out to them.
This is just the actors who go and
talk about themselves and of
course the film. As they are
linked with the film this will also
get more people involved and
talking about it as they discuss
the movie on these programmes.
Also by entertaining the audience it
means they will take a more
emotive approach to the film and
go and see it/ watch trailers and
therefore become more involved.

13. Blogs/ specials
Special blogs/sites have been set
up for the different stages of
viewers.
Some for audiences that have not
yet seen the film.
Some for the people who have
already seen the film.
Some for the people who are avid
Star Trek fans.
There are also websites for people
who are new to the Star Trek
experience and need to be up to
date on what is happening before
they see the latest installment of
the film.

14. Message boards
Message boards are a
good technique to use as
they are free therefore
meaning the company can
be getting publicity without
needing to spend money.
They also allow the fans to
communicate with each
other via these message
board and also increase
anticipation as they will all
be discussing it and
getting more excited due
to this.
It also allows producers to
see what fans are
expecting and also get
ideas from this on what to
do next time.

15. Partners
The partners of the film will be
involved in promotional
material and they will work
together to promote each
other.
By hovering over the different
icons it shows information
relating the two forums
together.
This therefore means that the
fans can find links from the
website to the partners and
similarly from the partners to
the website.

16. Merchandise
Merchandise is used to increase publicity for the
product and therefore create a brand identity.
This includes t-shirts, new releases and featured
products.
This will be good as leading up to the film release
as people will want to purchase them prior to
seeing the film to wear to watch it or following if
they have enjoyed it.
There was also an opportunity to win
merchandise on the radio.

17. Character posters
Create character identity meaning the audience establishes a relationship between them.

18. Video games
A video game has
been released for a
range of consoles
including Xbox and
play station. This
means that they
can target a wider
range of audience
members as there
are a range of age
and interests in the
people who own
these consoles.
As it also stars the
characters so the
audience can
familiarise
themselves with the
characters and
grasp an
understanding of

19. Billboards
Billboards are a great
advertising
technique as they
are able to be put
up along main
roads so can be
noticed by a
whole range of
people and future
audience
members.
It includes the release
date and the film
title meaning the
viewers of the
billboard will have
relevant
information
needed to know
about the film if
they want to

20. Result

21. Reflection
• From this research it is clear that a marketing
campaign is a crucial part of selling a film and
getting people in to see the film and making
money.
• There are lots of different ways that this can be
done and this is good as I am able to chose the
most effective and appealing ways that suites
me and the movie.