CRI 510 Lecture Notes - Lecture 3: My Big Fat Greek Wedding, Major Stars, Limited Release
2 Nov 2016
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Document Summary
This strategy has been adopted by other industries, using the language of delighting your consumer and building brand advocates or brand evangelists. Fan culture, community building marketing followed by a wide release strategy. Word of mouth, consuming these things within a community that"s also consuming it. Once the audience feels they own something, they"re going to run with it and do the work for you. First 2 albums were a grassroots strategy: intensive touring, lots of up close experiences. Third album used a wide release strategy with a resource intensive multichannel effort, much like a mocie blockbuster opening. Combined, these create an integrated long term strategy that uses the power of marketing resources and the power of fan evangelism to create an all encompassing strategy. Combined power of big company with community. Capitalizing on sparks : release in select places to select audiences, see what sticks, and then amplify efforts based on feedback.
