Audience Engagement Research - Chasing Mavericks

Chasing Mavericks has a similar target audience to us as they are seeking to reach people who are willing to be daring, brave, and dauntless by testing their abilities and continuing to push for greatness despite their setbacks. Our film also wants to highlight perseverance in the face of fear and failure. A few marketing techniques they used were making surfboards with the "Chasing Mavericks" title on them which were then photographed and posted by famous icons to gain awareness. Another thing they did was a huge premiere at The Grove LA. This attracted a lot of people as it is a well-known place. The main form of media used was online distribution through primarily social media. By having icons post their title, it created the bandwagon effect on people who follow the stars. I would like to use the technique of using famous people to promote our film as it would allow for fans of those people to also join the bandwagon effect.