Cohesive Marketing Campaign

CATFISH

What is a cohesive marketing campaign?

• A cohesive marketing campaign is a campaign that links across different media platforms that show a clear relationship with each other.

• My example is the feature length 2010 documentary, “Catfish”.

Film Poster• The film poster is part of the Catfish campaign to

gain an audience for the documentary.• Many audience members would be digital

natives, therefore would have access to web 2.0, the main design of this poster is linked to social networking site, Facebook. The slight blur indicates a sense of mystery which would entice the audience.

• The central blue title is representative of the Facebook logo, due to the same font and colour.

• “Don’t let anyone tell you what it is” – this highlights an idea of the unknown, and secrets, this would attract the audience as they would want to find out what the secret it is, it captures their attention.

The successful reviews are placed on this poster the show the importance of seeing it, and also highlighting is positive response.Seeing how well a production has done is a critical acclamation.

Despite the different layout, this poster is similar to the last as they are both reflective on the social networking site Facebook, causing the audience to recognising the poster.

This title is identical to the Facebook logo, this would capture the audience as they would identify and link the poster to their own knowledge.

Due to the extreme close up on the females face, there is a suggestion that something is being hidden, enticing the audiences, exciting them in to wishing to find out whats happened.

CATFISH DVD

Although this DVD is slightly different with colour, there is still clear similarities, such as the use of extreme close up photos on the male and female. The colours on this poster are far more intimidating, the dark black consumes the cover, this would capture the audiences attention as they would feel lured into the design.

WEBSITE

• The website also uses the same title as the DVD cover, recognising the audiences attention.

• The red title is bold and striking which will interest the audience.

• The black, dark background also brings back the idea of the unknown carried through on each poster and DVD cover, this will persuade the audience, by inviting them to find out the secrets the documentary reveals.