Week 4 of PR Internship: Campaigning 'Sugarcane Shadows'

For my last blog post, I will discuss the aspect of campaigning for a feature film. As mentioned in my early blog posts, I did my Internship in a company called Caméléon Productions who produced its first feature film called 'Sugarcane Shadows'. According to Tenn Nashville (2013), Word of Mouth marketing is more effective than traditional marketing forecasting a big increase in social media.

This approach has been used to promote the film in a specific way. Last year, after production of the film was finished, every crew member was given a T-shirt (shown below) as a souvenir.

(rear view)

(front view)

The T-shirt reads 'Lekip Lonbraz Kann' at the back which is creole for 'Team Sugarcane Shadows' along with some images which represent the film. Whereas on the front of the T-shirt it is written, 'Legalize Canasucre' which means legalize sugarcane and the way this design has been illustrated, it makes the connotation with 'Legalize It' which is a very common abbreviation used by many youngsters. 

So I wore this T-shirt for a day at the CTI campus and the response I got from students was positive in the sense they found the T-shirt amusing and related to them somehow. This lead to more people who searched for 'Lonbraz Kann' online and led to a slight increase in the number of likes on its Facebook official page. This tactic was used primarily to diversify the target audience of the film on its release date.