octagon

The Case For Carter: Why Vince Needs to Come Home‍‍‍‍‍‍

The life of a Toronto sports fan has always been a tumultuous one.  Whether it's the NBA, the MLB or the NHL (maybe less so), we've always had a chip on our shoulder; the kid who's invited to the party but never truly feels like he's part of the party.  So when we get a superstar, all-league talent, it's kinda a big deal. Until they leave.  And they go back to the cool kids where they belong.  But what if we had a chance to bring one back?  

For six (6ix) magical years, Vince Carter was the face of the Toronto Raptors.  I may be a little‍‍‍ young to remember the glory days, but as someone who's been a diehard fan of the team for his entire life, there wasn't a time that I didn't hear Vince Carter and think "Toronto Raptors".   Unfortunately, during the formative years of my life, the name was an evil one, one that was reviled by all Raptors fans.  For us, Cart‍‍‍er represented

The Vet Presence

‍‍‍For those completely unaware about how exactly went on with 10 Cloverfield Lane, lemme give you the Sparknotes version.  The film started off as a film called the Cellar, which was suppsoed to be an ultra low budget horror/thriller.  The script was bought by Paramount and Bad Robot (JJ's company) and re-worked by Damian Chazelle (yes, the La La Land guy).  The film actually began production as the Cellar (under the code name Valencia, but this isn't anything new in the film industry), but halfway through JJ and some of the rest of the crew realized that there were many similarities to the film that was made 6 years before, and it was reworked as a 'spiritual sequel'.   The film was completed and shelved, awaiting release.

But that's the filmmaking part, the marketing part is where it gets super cool.  Now, most films, especially ones that are being positioned as sequels will be announced months or even a year in advance of their release, typically with an announcement trailer, poster and press release.  Instead of going head to head with multiple trailers like many other movie marketing campaigns do, 10 Cloverfield Lane realized that with their lower budget they simply didn't have the resources to compete with the large blockbusters.  So, JJ and Bad Robot, being the marketing geniuses they are decided to take a different route.  Instead of trailers, they began constructing an alternate reality game (ARG).  While this may sound like something that belongs in some sort of dystopian future, an ARG is a sort of game that exists in our world, leaving behind clues for people to track down with the ultimate goal of setting up backstory or supplementary information for the film.  

Pictured above: A man flies for the first time

With hidden pictures that require special passwords to open on seemingly legitimate websites and the like, the marketing team behind 10 Cloverfield Lane targeted the hardcore movie fan audience, knowing that that was where most of their money was going to come from.  By identifying that they 1) Didn't need the general audience to turn a profit on a $15 million film and 2) Most of their profit would come from loyal Cloverfield fans, the marketing team behind the film created one of the most successful modern film viral campaigns.  This was all done prior to the official announcement trailer, a mere two months before the film was supposed to be released, so when the general audiences were made aware of this film, the ARG would kick in and help sustain momentum for the film.  Click here for a full breakdown of the ARG behind 10 Cloverfield Lane, the amount of content created for this campaign is astounding.

And you know what? It worked like a charm.  10 Cloverfield Lane opened in March 2016 not only to rave reviews but also nearly made 10 x it's budget back at the box office, proving that the medium budget film still had a place in the film industry given the right marketing campaign.  

Follow me

twitter-mono
facebook-mono
instagram-mono
linkedin-mono

The Redemption Story‍‍‍