PLAN
- Disney's method: each layer feeds into each of the previous layers - they began with the fan base, and then the social media reached out to that fan base consistently later. The theme parks consistently offered the fan base more footage and merchandising. The stores targeted fans with merchandise, the trailers hammered home the Disney brand even when altering the tone and visual imagery for each age or gender demographic, and so on. So fans started out as the grassroots movement underlying the marketing, so to speak, and then that foundation of fans were energized and built up at each new stage of marketing and promotion.
- The movie ran its first TV spot during the Super Bowl 2016. This attracted adult male audiences.
Disney used media language and representation within their advertising and marketing of The Jungle Book to reach a variety of target audiences.
One way to show this was when Disney used social media to promote The Jungle Book. Disney used Snapchat to promote the film by creating a Snapchat lens that allowed people to become the snake Kaa from the movie. The logo of the film was also portrayed at the top of the screen when the lens was in use. This platform of social media would have attracted an audience of teenagers as these are the people who use Snapchat everyday and would have seen the lens promoting the movie, therefore, attracting this audience of teenagers and potentially encouraging them to watch the movie. Another social media platform used was Facebook. A promotional video was uploaded onto Facebook that allowed users to view an animated 360 degree view of part of the jungle in the movie. This allowed the movie to be promoted to an audience of the older generation as these are the people who are most likely to use Facebook, therefore, encouraging them to watch the movie as they are interested after seeing the 360 degree video. This video was then published to YouTube, which meant that anyone can view the video.
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