In the last ten weeks of the marketing course we had to come up with a marketing campaign for a company we chose.  I decided to make an introduction campaign for the European market for the company The Criterion Collection. More precisely, for their streaming service The Criterion Channel.

I started by analyzing the company and the potential target group and market with the 14 steps to get a solid foundation before creating a marketing concept.

For the concept I ultimately decided go with the theme of a secret club, where you can meet your favorite Hollywood legends. It fits the exclusive, luxury look and  feel of the brand and the way American fans treat them. But it also creates scarcity, since everybody wants but not everybody can be part of a secret club. It plays into this fantasy of being someone special. the entry requirements are low, though, you just need to be able to play the subscription fee. Everybody is welcomed who wants to celebrate movies as much as the company does.

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Since this would be the first time a lot of European costumers will hear of this brand, we have an empty canvas to work with but we should also start with a bang to leave an impression. I think a real launch party would do the trick. But to get to this party, you need to prove yourself worthy first. In the city(s) where the party will take place and social media we would release different posters. Those posters contain a still from a movie found on the streaming service, the hashtag #FilmIsAParty which will connect them and a letter. All the letters together will make up a code-word and if the costumers send this word in, they will get an invitation for the party. This way we can make sure that there are not going to be too many people and we can create a personal experience for every participant but also a sense of community, if they decide to discuss possible solutions online.