Discover the World of Colourbleed!

Example of Possible Marketing Strategy

Part 1 Phase One – Two Months

Flash Dance events at shopping centres / universities / popular city streets. John will hand out business cards with URL to teenage bystanders. This directs people to the Rainbow Freedom Fighters (RFF) website

During this time short viral videos of these Flash Dances will appear through the Social Community – Facebook, Twitter, MySpace. They will also appear on YouTube. At the end of each video will be a URL link to the Rainbow Freedom Fighters website

During this time, John and other characters will become very active in the Online world – through Twitter – using the tag #RFF, building friendships on Facebook, Creating an album on Flickr

Part 1 Phase Two – Two Months

Encourage the community (built through website or Social Media), to create and upload their own “Freedom Dance” to the website & YouTube – with a prize for the best video (prize is related to the project)

Market clothing branded with the RFF slogan – encouraging people to wear these in their videos

Run a guerrilla campaign in various cities – spraying RFF slogans (using washable ink) on billboards. Include a URL link

Create a series of Flash Text messages, to be sent to those who’ve signed up on the website. These messages will countdown towards the release of the start date for the 1st ARG

Part 1 Phase Three – Two Weeks

Use traditional methods of advertising – press / flyers handed out at Universities / radio segments – to promote the first stage of the film “Colour Bleed”, and the various ways of viewing (live / stream)

Film 1 “Fight or Flight” – the day after the viewing, the film will be made available for free on the web

Part 2 – Phase 1

Following on from the first film, all rushes will be made available under creative commons for anyone to remix and edit

There will then be released a short form video across a variety of sites – inc YouTube / Social Media / Blogs / Own Website and so on. This video will show the meeting between Loose Lips and Becky. At the end of this video a new URL is shown.

This URL will send the audience to a site where they’ll begin 2nd ARG

Alongside this will be Becky’s “Call to Arms” – a series of Barcodes printed in newspapers / stuck to city walls / flashed across websites and so on. On these barcodes will be information that’s needed for the ARG

Part 2 – Phase 2

A series of short graphic novels are handed out to university students – these will be no more than 5 pages long, and if people collect all graphic novels then they’ll reveal the story so far

Part 2 – Phase 3

Once the ARG has been completed, Becky will launch a series of 30sec virals, showing the date and time of the next part of “Colour Bleed”, these will be spread through the community – and beyond

Use traditional methods of advertising – press / flyers handed out at Universities / radio segments – to promote the first stage of the film “Colour Bleed”, and the various ways of viewing (live / stream)

Film 2 – “Freedom Awoken” – the day after the viewing, the film will be made available for free on the web

Part 3 – Phase 1

Using the Colour Bleed community – Loose Lips and the Screaming DJ will run a series of “Freedom Parties” around the country. These will be run specifically for young people, with DJ’s, bands, dance clashes and live VJ’s.

Augmented Reality branded promotional material will be handed out at these parties – that when held up to a webcam show an animated versions of Becky and John, giving out a “call to arms” whilst driving people towards a third URL.

Here the 3rd ARG will start

Once the ARG has finished, then the date of the final battle will be spread through traditional media, and the digital community

Use traditional methods of advertising – press / flyers handed out at Universities / radio segments – to promote the first stage of the film “Colour Bleed”, and the various ways of viewing (live / stream)

Film 3 “Colour Re-Boot” – the day after the viewing, the film will be made available for free on the web

We will make all the rushes available for free under Creative Commons

We will package the complete film & extras (flash dances / ARG’s / other material inc a series of short films exploring the world before and after the Leader’s reign). This will be available for sale as a DVD or BlueRay.

We will continue to develop a vibrant creative community round the concept of Multicolour Land (a place where anything and everything can happen)