Jurassic World Marketing campaign

Strategy Jurassic World's marketing campaign is one that is considered by many to be very unique, it's strategy was described to be 'More than any tactic, trailer or interview, it’s strategy and execution got moviegoers interested (and buying tickets) well before the film’s release'.

Posters The first posters used in the campaign draw the attention to the sheer size and thrill of the dinosaurs featured in the movie. It makes the USP (unique selling point) – the dinosaurs and the genre, science fiction/ thriller clear to the audience. First three posters

Trailers The trailers for the movie were released first on the movie’s social media pages and the website, the majority of the movies marketing was situated online. The trailers themselves received a good audience reception along with speculation from fans of the original franchise but overall were well received. The trailers were ominous and exciting whilst keeping the appearance of the ‘new dinosaur’ featured in the movie a secret but did reveal the appearance of the park and it’s attractions with shocking images to draw the attention of the target audience which included thrill lovers from age 13 up and dinosaur and Jurassic park enthusiasts .

Online content In order to advertise the movie and provoke conversation Universal studios created JurassicWorld.com. The website was no ordinary website. Usually a movie site contains a trailer, media and some other typical movie advertisements which universal also created a smaller site for: jurassicworlmovie.com. However the main site JurassicWorld.com a real site for Jurassic World the park, and it treated users not as moviegoers, but as potential (or current) park visitors. The site is full of content for anybody who wants to visit Jurassic World. Like the temperature on Isla Nublar in the top left corner, and the map of Jurassic World to decide which attraction you’d like to visit next. For a website about a fake amusement park, Jurassic World’s domain has a large amount of content.

Social Media Jurassic world's marketing campaign was also extremely successful on social media. For a full 9 months before the movies release, the Facebook page for the movie were constantly posting images. These images get audiences excited to see the movie without revealing too much, some images also relate to the original Jurassic Park movie which further convinces old fans that the movie will stay true to the franchise. Jurassic world also has a snapchat and Instagram account to appeal to the younger generation: 

Interviews and articles Iconic veteran director-producer Steven Spielberg (who also directed the original movies) was made an integral part of almost all the promotional campaigns with him such as interviews, recalling his original film in almost all media (magazine, online and TV shows). https://www.youtube.com/watch?v=PFDl0KcnRFA  Many newspapers and online articles were also published after interviewing the director and other members of the cast to promote the movie such as the article from the independent.co.uk and digitaltrends.com

Merchandising There was a tidal wave of Jurassic World t-shirts and other licensed goods at Wal-Mart, Target- and pretty much every store on the planet. From game stores to fashion stores. Merchandise is also available from the movie’s website along with other well known products such as Oakleys and Columbia

Events One of the promotional events included Jurassic World taking over London’s Waterloo Station for more than a week, with a number of amazing looking dinosaur models, a pop-up shop and an audio-visual tour. Huge banner, guides to introduce the dinos, movie posters, looped film footage, an audio and visual tour, chance to see selfie tweets on a huge video screen were all part of this immersive experience.  There was also an entire exhibition organized to promote the movie and the theme surrounding it. The exhibition travelled around centers making its North American debut at Philadelphia’s The Franklin Institute

The Premier The premier drew attention of the target audience through the display of the stars and the critical reception of the movie which as at the majority positive. The premier itself was themed and constructed to look like the gates to the park itself which the red carpet with the stars beneath it

The results Jurassic World has become the fastest film to reach the magic $ 1 billion mark at the global box office in just 14 days, shattering all domestic, foreign and global records. The film has drawn moviegoers from all age-groups- young moviegoers with larger-than life action and older fans of Steven Spielberg’s groundbreaking 1993 sci-fi classic, many of whom brought their kids, enabling it to play like a family film. This is evident from the fact that while thirty-nine percent of the PG-13-rated Jurassic World audience was under the age of 25, 61 percent was over.