L. Miao et al.: Research of Animation Movie Marketing Strategy in AISAS Model- A Case Study of “Zootopia"
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Research of Animation Movie Marketing Strategy in AISAS Model- A Case Study of “Zootopia" Li Miao and Jae-Woong Kim* Chung-Ang University / Seoul, South Korea *Corresponding Author (
[email protected])
Abstract: As can be seen in the case of Zootopia, a Disney’s animated film which won the box office in China and North America, the success of an animated film cannot be separated from the marketing strategy in AISAS model. Actively exploring each stage in this model can be one of the most important points for a success of an animated film Keywords: AISAS model;"Zootopia"; Animation Movie Marketing Received Nov. 14, 2017; accepted for publication Nov. 16, 2017; published online Nov. 30, 2017. DOI: 10.15323/techart.2017.11.4.4.28 / ISSN: 2288-9248.
1. AISAS model and relevant theory [1] As the information age has come, information is piling up and its quantity is explosively increasing. A variety of channels with different properties convey information to individuals. Meanwhile, information fragmentation is getting more and more serious. Customers’ interests are dispersed, and the way of communication and consumer behavior have undergone dramatic changes. Nowadays, consumers no longer wait in a passive manner for information to reach them, but rather they actively select and collect interesting information. Furthermore, consumers share their personal experiences with other consumers through the web. AIDMA model was initially proposed in 1898 by Elias St. Elmo Lewis, an American advertising advocate.
of current markets and the changes of consumers in the network era. The first difference reflected in AISAS model is searching, a marked product of internet era. Owing to the development of the internet, audiences are able to become active seeker who purposefully searches for the information they need. In this regard, it can be said that the chain of information transmission has changed. Therefore, information search results in direct and important influences on buying behavior of audiences. On the other hand, ACTION, which was proposed by the previous model, focuses only on the last part of consumption model. However, the previous consumption model hasn't taken the subsequent link (Evaluation Stage) into account, which means the consumers’ evaluation on the production, the secondary spread that begins to attract people's attention. Then, the subsequent sales process will continue with the next consumers who are affected by previous consumers’ evaluation. Therefore, this is the process of SHARE
2. Introduction of “Zootopia" [2]
Fig. 1. “AIDMA law” to “AISAS law” [8]
Dentsu Group put forward the AISAS consumption model(Attention、 Interest、Search、Action、Share), in which they tried to deepen the insight into this phenomena by elaborating the previous model based on the properties
Zootopia is an American computer-animated 3D comedy-adventure film produced by Walt Disney Animation Studios and released by Walt Disney Pictures in 2016. It is the 55th Disney animated feature film. The film was directed by Byron Howard and Rich Moore, and codirected by Jared Bush. The film details the unlikely partnership between a rabbit who is a police officer and a red fox con artist as they uncover a conspiracy behind the disappearance of savage predator inhabitants in the mammalian metropolis. Zootopia premiered at the Brussels Animation Film Festival in Belgium on February 13, 2016, and went into general theatrical release in conventional 2D, Disney
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TechArt: Journal of Arts and Imaging Science, Vol. 4 No. 4, November 2017
Digital 3D, RealD 3D, and IMAX 3D formats in the United States on March 4. The film received international acclaim, with its screenplay, animation, voice cast, and subject matter earning notable praise. It broke box office records in several countries and earned a worldwide gross of over $1 billion, making it the fourth highest-grossing film of 2016, the fourth animated film to pass $1 billion in global box-office earnings, and Walt Disney Animation Studios' highest-grossing film since 2013's Frozen. The film earned numerous accolades from critics and publications, and also received an Academy Award, Golden Globe, Critics' Choice Movie Award and Annie Award for Best Animated Feature Film.
where the main characters visit a Department of Mammal Vehicles (based on the DMV) which is run entirely by sloths. The official theatrical trailer for the film was released online at Walt Disney Animation Studios' YouTube page on New Year's Eve 2015. Figures of Judy Hopps and Nick Wilde were released for Disney Infinity 3.0 on March 1, 2016. B. Interest: Continuing to attract the attention of consumers, spurring the buying appetites. Digital marketing company Allied Integrated Media was contracted by Disney to reach out to members of the furry fandom on Meetup, encouraging them to post photos of themselves in their fur coat on social media with the movie hashtag, as a form of viral marketing for the film. C. Search: Optimizing search platform , transmitting relevant information.[4],[5] This is the step in which consumers can get access to comprehensive information about productions through the internet. Importantly, this step should not be ignored because it's also the critical link between transformation from attention to action. Based on the interaction principle and benefit principle, related companies should pay more attention to the role of the "opinion leader" and effectively monitor the social network reviews and comments. The most important thing is using the search engine to deliver information related to the productions to effectively target audience. In the marketing strategy of "Zootopia", more attention is paid to optimizing the search engine, which provides potential consumers with convenient and different search options. D. Action: Simplifying the purchase channels, using promotion methods.
Fig. 2. Zootopia [9]
According to Rotten Tomatoes, an American review aggregation website, the film has an approval rating of 98% based on 247 reviews, with a weighted average rating of 8.1/10
3. Marketing Strategy of "Zootopia" in AISAS model [2],[3] A. Attention: Attracting attention of consumers, expanding the popularity. The first teaser trailer was released online at Walt Disney Animation Studios' YouTube page on June 11, 2015. A second teaser trailer was also released online at Walt Disney Animation Studios' YouTube page on November 23, 2015, featuring a sequence of the film
The main management body should cooperate with the e-commerce sites in order to simplify purchase channels and guarantee the convenience of purchasing. At the same time, it is important to hold promotion to spur buying appetites of consumers. "Zootopia" combines with large date platform to make plans for film row issuance. It is not only presold in cinema but also can be purchased online, which is so convenient for a wide variety of consumers. E. Share: Forming a virtuous circle of reputation, increasing the potential consumers [5],[6],[7]. In AISAS model, the purchase is no longer at the terminal of consumers’ behaviors but at the beginning of share. The consumers can turn their passive behavior of accepting into initiative part of marketing. Therefore, the power of WOMM (word-of-mouth marketing) and viral marketing cannot be ignored. The success of word-of-mouth marketing is the most important factor of the huge box office record of
L. Miao et al.: Research of Animation Movie Marketing Strategy in AISAS Model- A Case Study of “Zootopia" "Zootopia". The movie already had a fantastic rating on Rotten Tomatoes before the official release because professionals watched the movie in advance and reviewed it, which led Disney fans and animation movie fans to be the first to watch the movie. For example, In China, the publicity appears on Weibo, Wechat and many other social platforms. In addition, various articles of professional analysts, analysis of animation technology on Zhihu... In the end, it succeeded in creating a "phenomenal film".
4. Conclusion It is surprising that the animated film "Zootopia" skillfully applied the AISAS model to achieve a huge success. In this point, we can get inspiration for the development of animation movies in the future. If the AISAS model is actively applied to marketing strategy, achieving success will be possible.
References [1] J. Zhang , “Let Word of Mouth to Fly More and More-Pay Attention to Word of Mouth in AISAS Model[J]”,TODAY'S MASSMEDIA, vol. 8, pp. 64-65, 2011. [2] Zootopia. 2016
https://en.m.wikipedia.org/wiki/Zootopia,
[3] M.Gao, Y.Zhou, ”Transformation and Development: Exploratory Research of Animation Movie Marketing in AISAS Model-A Case Study of "Your Name"[J]”, Film Review, vol. 14, pp. 100-103, 2017. [4] Z.Li, “Based on AISAS Model,do research on Social Media Marketing[J]”, Technology and Innovation Management, 7, pp. 393-395, 2012, p.395. [5] H.Yuan, Y.Cui, “Research on Social Sharing of Customers and Effectiveness of Information Search[J]”, Journal of Intelligence, vol. 9, pp. 187193, 2014. [6] S.Ding, Q.Qu, “Based on AISAS Model, Optimize the Signup Conversion Rate of Weibo Marketing[J]”, Logistics Engineering and Management, 4, pp. 126128, 2015. [7] L.Yang, “Zootopia: Marketing behind Madness[J]”, Sales and Marketing, vol. 5, pp. 76-78, 2016,p.77-78. [8] Figure 1:AISAS. http://naver.me/5tVBkQdo [9] Figure 2: Zootopia. http://naver.me/GsdEnTFJ
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Biographies Li Miao was born in China.She graduated from Qingdao University with a major in Financial Management in 2016.Currently, she is pursuing his MFA-Ph.D. in Contents Producing at the Graduate School of Advanced Imaging Science, Multimedia and Film, Chung- Ang University, Seoul, Korea. Jae-Woong Kim was born in Korea. He received his B.F.A. and M.F.A. in Western Painting from Hongik University in 1984. In 1992, he received an Aufbaustudium degree from the Bildende Kunst Akademie, Stuttgart, Germany. He was an exchange professor at the Institute of Technology in Berlin in 2009. Currently, he is a professor at the Graduate School of Advanced Imaging Science, Multimedia & Film, Chung-Ang University. Since 1997, he has achieved recognition and has participated in more than 80 group and solo exhibitions. He has published several books, including Animation Practical Chromatology. He has also directed, produced, and managed numerous projects such as the “Megaton project of Baek, Nam Jun” at the Olympic Park Museum of Art and the “2002 FIFA World Cup” intro movies. Kim has been on the jury panel of several international animation festivals, such as SIGGRAPH Asia, Seoul International Cartoon & Animation Festival (SICAF), and Puchon International Student Animation Festival (PISAF).