Marketing Plan for Jumanji: The Next Level

Jumanji: The Next Level is set to release December 13, 2019. In this film, the original gang has returned to Jumanji to rescue one of their own, but they find that the game has changed (Sony, 2019). This marketing plan for the film will detail the campaign, social media measurement tools and strategies, and example calendar and content for pre-event, during the event, and post event content. The goal for this campaign is to increase social media followers by 5% by the end of the campaign. An increase in followers will help with the promotion and visibility of the film and ideally lead to an increase of movie attendance resulting in higher profits.

Campaign This social media campaign will focus on utilizing platforms that are commonly used for the targeted audience of the movie. The overall voice for the campaign will be light-hearted, fun and family friendly, just like the characters of the film. It is important to keep the voice and tone family friendly because individuals that saw the original Jumanji movie as a child will likely take their children to Jumanji: The Next Level so they can share a similar experience with their families that they had as a child.

Key influencers will also be utilized in the campaign to gain interest before, during and after the film. Key influencers will include those that have a strong social media presence and following that will help promote the movie. They will be the following cast members of the movie: Dwayne Johnson (@therock), Kevin Hart (@kevinhart4real), Nick Jonas (@nickjonas), Jack Black (@jackblack), and Karen Gillan (@karengillanofficial). Lastly, the campaign will utilize the existing hashtag #JUMANJI for all social media posts.

Target Market The targeted audience are individuals (male and female) between the ages of 13–38+ years old. The reason for the large age range stems from the fact that the original Jumanji move debuted in 1995, almost 25 years ago. Individuals that saw the movie at age 13 would be 38 years old today and would have an interest in seeing the third movie in the Jumanji series. The age limit could be higher for those that saw the movie with their children when the original movie debuted.

Also taken into consideration are the demographics of those that attend movies. The 2018 Theme Report found that the 25–39 age group were the most frequent moviegoers, followed by the 40–49-year age group. The 12–17, 18–24, 25–39, and 40–49 age groups were over-represented among frequent moviegoers relative to their proportion of the overall population (Motion Picture Association of America, 2018). This information further helps support the targeted age demographic.

Platforms The platforms utilized for this campaign will be YouTube, Facebook, and Instagram. As described below, these platforms are used by the targeted audience for this move. An argument could be made for targeting a younger demographic by utilizing new platforms such as Snapchat and TicToc, but for this campaign the three previously mentioned platforms will be used.

YouTube. Statistically YouTube has the largest reach amongst the targeted audience (individuals aged 13–38+). Over 90% of 18–44-year-old American Internet users watch videos on YouTube (Chi, 2019). Having trailers and out-take videos posted on YouTube would reach a large percentage of the targeted age demographic. Links to the videos posted to YouTube would be available in Facebook and Instagram.

Facebook. Facebook would be utilized for this campaign because 62% of all online men and 72% of all online women use Facebook (Pew Research Center, 2018). Further statistics that support the use of Facebook include: 51% of 13–17 year old’s use Facebook, 81% of 18–29 year old’s utilize Facebook, and 78% of 30–49 year old’s use Facebook (West, 2019). With that high of usage percentage in the targeted age, utilizing Facebook as a social media platform is justified.

Instagram. Instagram will be utilized to promote the movie to the younger audience, aged 13–17 since 72% of Instagram users fall into that age range. 64% and 40% of 18–29, and 30–49-year old’s respectively use Instagram (West, 2019). These statistics support the use of Instagram to target our audience members aged 13–38. #ufcjconline

References Chi, C. (2019, April 16). 2019 YouTube Demographics. Retrieved from HubSpot Marketing: https://blog.hubspot.com/marketing/youtube-demographics

Motion Picture Association of America. (2018). 2018 Theme Report.

Pew Research Center. (2018, February 17). Social Media Use in 2018. Retrieved from Pew Research Center: https://www.pewinternet.org/2018/03/01/social-media-use-in-2018/pi_2018-03-01_social-media_a-01/

Sony. (2019). About: Sony Pictures. Retrieved from Sony PIctures Jumanji: The Next Level: https://www.sonypictures.com/movies/jumanjithenextlevel

West, C. (2019, February 5). Sprout Blog: Analytics. Retrieved from Sprout Social: https://sproutsocial.com/insights/new-social-media-demographics/#Facebook