UMKDWD-15-M Creative Marketing Methods Assessment Brief | UWE

Completing Your Assessment 

What am I Required to do on this Assessment?

You are each individually required to present a 15-minute video “pitch”.  You will film your pitch using Panopto (see further guidance below) and submit this via Blackboard.

Increasingly, Hollywood studios are deploying multi-channel transmedia communications campaigns to stimulate consumer interest and involvement in forthcoming film releases. Invariably, there is digital and traditional content, often in the form of a billboard as well as a trailer or teaser element in the form of a short video. Frequently, the intention is to create viral response and word-of-mouth (WOM) amongst consumers. 

You may find the following case study useful by way of inspiration.

Task

Select a Hollywood movie from the last 10 years within one of the following categories:

• Romance
• Fantasy
• Horror
• Action

Assume that your chosen movie is due for release later in the year and that consumers currently know nothing about it. Create two items of original content to generate consumer interest and engagement for the forthcoming launch. 

A striking Billboard (OOH) consisting of original images & copy
An original video trailer

You will present your two key items of digital content within your Panopto video, along with supporting commentary.  This supporting commentary will cover the following areas:

1. Strategy and content (approx.. 15 mins)

Explanation and justification of your objectives, the audience, your strategic approach, and a walkthrough of the key elements of the two items of content (including an explanation of the tools used to create them). You should also explain how you expect your proposals to achieve the objectives set and briefly how you will measure this. 

Module learning outcomes assessed by this task:

• Devise and critically evaluate effective strategies for delivering content to achieve communication objectives.
• Synthesise theory and practice into coherent arguments in support of recommendations on marketing communication strategy.
• Create and edit engaging digital content