Title Humoristični marketing i promocija filma Deadpool Title (english) Humorous Marketing and the Promotion of the Deadpool Movie Author Pero Kežić Mentor Antonija Čuvalo (mentor)Committee member Antonija Čuvalo (predsjednik povjerenstva)Committee member Zrinjka Peruško (član povjerenstva)Committee member Dina Vozab (član povjerenstva)Granter University of Zagreb Defense date and country 2018-09-25, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Kao glavno pitanje postavlja se na koji način je marketinški tim filma uspio napraviti ovako jedinstvenu i nadasve uspješnu „low budget“ kampanju, a cilj ovoga rada je da približi i potanko objasni te objedini metode i kanale koji su se koristili u promociji.Rad se sastoji od dva glavna dijela, a to su opći dio u kojem se definiraju ključni pojmovi i marketinški potezi te dijela s analizom u kojem se secira marketinška kampanja vezana uz ovaj film i njegovoj glavnog lika.
Glavni razlog uspjeha marketinga čak nije bio u tako riskantnom načinu predstavljanja publici, koliko u tome da je grupa ljudi zadužena za promociju, uz glavnog glumca, na specifičan način iskoristila starije kanale oglašavanja, društvene mreže, komunikacijske kanale te su film čak promovirali na načine koji su bili nezamislivi na području promocije jednog filma sa superjunakom ili filma općenito, što ćemo u ovom radu dokazati radeći analizu slučaja koristeći materijale službenih kanala i društvenih mreža vezanih uz promociju filma
Korištenjem analize slučaja, dotaknuti su svi aspekti na temelju kojih je film Deadpool imao toliko uspješnu marketinšku kampanju da je nadmašila i sam film. Za razumjeti i objasniti zašto je Deadpoolov marketinški tim postupao na određene načine u navedenim situacijama te što su bili ciljevi pojedinih kampanja iziskuje analizu pozadinske priče Deadpoola kao lika i njegovih stvaralaca, a tek nakon toga se može adekvatno odraditi studija slučaja objedinjujući razne metode koje su se koristile u jednu cjelinu. Zahvaljujući internetu sve relevantne informacije su nadohvat ruke, uključujući Marvelove službene stranice i drušvene mreže, fotografije, statistike, videozapise, izjave i slično.
Uslijed navedene velike dostupnosti sadržaja, marketinški timovi angažirani na promociji filmova imaju sve teži i zahtjevniji zadatak u dostizanju uspješnosti marketinških kampanja. Bilo tko, tko je pratio ili bio izložen razvoju kampanje Deadpool filma već shvaća zašto je tema vrijedna obrade na akademskoj razini, što naposljetku samo za sebe govori o kvaliteti i uspjehu čitavog procesa te također baca određeno svijetlo na našu domaću populaciju u pogledu otvorenosti prema nestandardnim načinima oglašavanja.
Abstract (english) The main question is how the marketing team of the film has managed to create such a unique and above all successful "low budget" campaign and the aim of this paper is to approach and explain and combine the methods and channels used in the promotion. The work consists of the two main parts, which are the general part where key concepts and marketing moves are defined and part of the analysis that seeks out the marketing campaign associated with this movie and its main character.
The main reason for marketing success was not even such a risky way of presenting to the audience, as much as the fact that the group of people are in charge of promotion, along with the main actor, specifically used the older channels of advertising, social networks, communication channels and even promoted the film in ways that were unthinkable in the area of promotion of a movie with a superhero or film in general, which we will prove in this paper by analyzing the case using the materials of the official channels and social networks related to the promotion of the film
Using case analysis, all aspects of the Deadpool movie have had such a successful marketing campaign that it surpassed the movie itself. To understand and explain why Deadpool's marketing team worked in certain ways in the situations mentioned and what the goals of individual campaigns required, it is necessary to analyze Deadpool's background story as a character and its creators, and only then can case studies be done adequately by combining various methods used in one whole. Through the Internet, all relevant information is at your fingertips, including Marvel's official site and social networks, photos, statistics, videos, statements, and the like.
Due to the high availability of content, marketing teams engaged in movie promotion have a growing and demanding task in achieving the success of a marketing campaign. Anyone who has watched or been exposed to the development of the Deadpool movie campaign already understands why it is a matter of valuable processing at the academic level, which ultimately speaks for itself of the quality and success of the whole process and also casts a certain light on our home population in terms of openness to non-standard ways of advertising.
Keywords
Deadpool
promocija
analiza slučaja
marketing
film
humor
vulgarnost
društvene mreže
Keywords (english)
Deadpool
promotion
case study
marketing
film
humor
vulgarity
socil media
Language croatian URN:NBN urn:nbn:hr:114:659536 Study programme Title: Journalism Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2018-12-06 09:49:40
