Target Audience:
The primary target audience for Mr. Nice is 16 – 24 year
old males
Including students as well as 25+ year old ABC1 males who
are fans of the
Best-selling book and who may already be fans of Howard
Marks.
Marketing
Strategy:
The film was the official sponsor of the Q Glastonbury Festival
which has over 100,000 festival goers which started the promotional campaign
for Mr Nice.
This followed an online event which allowed the users to
interact with the online game which was also a competition for a trip around
the world. The task for users was to work for Mr.
Nice across the summer by smuggling ‘packages’ across the
internet.
Users visiting partner sites were ‘cookied’ and
encouraged to go to the
Mr. Nice site to enter a competition: ‘working’ for Mr.
Nice. Users who successfully delivered
the package by visiting those sites where encouraged winning the trip around
the world. The websites were NME, FHM, Vice and Nuts. When during the course of
those 4 months a user visited a website
Closer to the release date, the TV, Outdoor and press
campaigns kicked in and on the release day we had Home Page Takeovers on three
of our partner’s sites: NME, Nuts and Vice.
As well as a interactive mobile app was created to target
the iPhone market which got over 1,000 downloads.
As a result of this campaign it had reached over
2.2million users as well as an additional 1k from the application. The campaign
resulted in 39k clicks in total which shows that they have paid just under a
pound for each interactive user which
resulted in a successful marketing campaign for a low budget
Statistics:
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