What makes a cohesive marketing campaign

WHAT MAKES A COHESIVE MARKETING CAMPAIGN? By Tim Loe

Introduction• A cohesive marketing campaign is a campaign that links

across different media platforms that show a clear relationship with each other.

• Paranormal Activity 2 is a relevant example of a cohesive marketing campaign, since paramount pushed the distribution process in order to gain similar success of the first Paranormal Activity.

Teaser Trailer

• The blue tint conventional to the Paranormal Activity movies is a theme in the marketing campaign allowing clear links to be made throughout the platforms.

• The teaser trailer also uses the audience reactions, emphasising the fear this film can cause.

• The text used is white, and matches the colour scheme of the poster.

Film Poster• The poster includes the same

colour scheme as the teaser trailer, and is primarily white text allowing links to be made across platforms.

• The shot used in the poster is a XLS of the night time shots featured in the film, with the blue tint and low key lighting Paranormal Activity is associated with.

Website

• The website is a familiar format, including a similar layout and colour scheme to the teaser trailer, and film poster. This allows us to easily associate this page with ‘Paranormal Activity’ and is a reason why the marketing campaign is so cohesive.

• The website is very plain, and minimal, similar to the poster. The white text is the same font as the poster, and a trailer is included in the website.

(Website was updated for the release of the newest Paranormal Activity)