I was part of a small team who were tasked with marketing the upcoming film “Rise of the Planet of the Apes” for a competition. After background knowledge of the film franchise we noticed the series often portrayed internal political conflict between the different species of ape. We used this theme to plan a campaign based around an ape election as to which species/political party would lead them in their rise to power. Our plan to create awareness for the film’s release involved: traditional media in the form of posters and adverts, social media and viral campaigns consisting of individual party pages, competitions and voting for the election itself, guerrilla marketing (no pun intended) with flash mobs with ape masks appearing in popular locations worldwide. When we presented our ideas we put a simple paper mask in each audience seat – as a small demonstration of our plan. To our surprise we were later informed that somebody had taken several masks to Amsterdam for a stag do. This really illustrated to us the power of marketing.
