1. Need for Speed Marketing Campaign
By Megan Robinson

2. Introduction
There are different ways a film can be promoted such as radio interviews and advertising and T.V. shows. The
decision to use a particular style of marketing may depend on the target audience and demographic. For
example, a T.V. show maybe more successful because it is very visual and has an immediate impact. On ‘Need
for Speed’ the marketing campaign was quite large including all the below:
• Absolute Radio: http://www.youtube.com/watch?v=iegrFqgGG3k
• E3: http://www.youtube.com/watch?v=yMgJbdly1_I
• Graham Norton: http://www.bbc.co.uk/programmes/b03wxt98
• IGN: http://uk.ign.com/videos/2014/03/12/aaron-paul-plays-need-for-speed
• Jimmy Kimmel:
Part 1 - http://www.youtube.com/watch?v=7HJup5V6qA4
Part 2 - http://www.youtube.com/watch?v=4yLgTs13NN0
• Radio 1: http://www.bbc.co.uk/programmes/p01sz9n4
• Radio 1Xtra - http://www.youtube.com/watch?v=vko_5p-1UJ4
• Top Gear: http://www.youtube.com/watch?v=4OjfH_LbyHY
• WWE Raw: http://www.youtube.com/watch?v=8UEu0lwXfcA
The film Need For Speed uses cross media convergence, which is where different media platforms are
converted together to promote a film. This is why there are different media platforms used above for Need For
Speed.

3. Top Gear
Top Gear is a British television series about motor vehicles, particularly cars. It
appeals to people in their late 20’s and above who would watch BBC 2. It is
broadcast throughout the world in 170 different countries and reaches 350
million viewers. On 2nd March 2014, Aaron Paul was featured on the
programme and used to promote the film, ‘Need for Speed’. It is clever
marketing to use a programme about cars to advertise a film that is about
cars and speed as it will relate to the target audience more.

4. The Graham Norton Show
Aaron Paul was a guest on ‘The Graham Norton Show’ on 28th February 2014. He was
there to talk about ‘Breaking Bad’ which has attracted a wide audience and has been
acclaimed as one of the greatest TV dramas of all time. He was also promoting his new
film, ‘Need For Speed’. ‘The Graham Norton Show’ is on BBC One at 22:35 for about
an hour so it is most likely going to attract a very wide ranging audience of young
adults to middle-aged adults. People who watch ‘The Graham Norton Show’ know
that the celebrities will be trying to promote recent films, shows, music. ‘Need For
Speed’ was promoted on this show because Aaron Paul is a very popular actor has had
success with ‘Breaking Bad’ already. People watching will be very interested in
knowing about his new film. Also the show was aired in late February and the film was
going to be released two weeks later so it is still fresh in people’s minds and they will
be looking out for it at the cinema.

5. The most successful I feel from the two marketing campaign I have discussed
is ‘The Graham Norton Show’ because they can reach out to wider audiences
than ‘Top Gear’ audiences. Also ‘Top Gear’ is more about cars and the reason
Aaron Paul is on it is ‘Need For Speed’ is about cars and they did talk about
the cars on ‘Breaking Bad’. I think ‘The Graham Norton Show’ is more
successful as he brings out the best in people and makes them look good.
Also he invited Ant & Dec, Jaime Dornan from ‘Fifty Shades of Grey’, Naomi
Campbell and Ellie Goulding on that particular show. They are all very popular
and people will still watch it even if they haven’t heard of Aaron Paul. This is
very clever marketing. Graham Norton encourages his guests to discuss films
and shows, music together and so also makes the audience involved. There is
also lots of humour on this show so it makes people feel more attracted to
the show and people on it which will therefore encourage them to watch the
film.
My Opinion

6. Aaron Paul and Dominic Cooper both star in ‘Need For Speed’. They are both attractive
males and are both good actors. Many people have heard of Dominic Cooper who has
been in ‘Mamma Mia’, ‘Captain America: The First Avengers’ and ‘Abraham Lincoln:
Vampire Hunter’, is a very well known actor. So using the star theory, you would think
he would be the best choice for the marketing campaign for ‘Need For Speed’.
However, I don’t agree that he is the best choice because Aaron Paul is more well
know than him as he has starred in ‘Breaking Bad’ which is widely regarded as one of
the greatest American television series of all time. By its end, the series was among
the most-watched cable shows on American television and received numerous
awards. In 2014, ‘Breaking Bad’ entered the Guinness Book of Records as the highest
rated show of all time. For this reason I feel that Aaron Paul is by far the best choice
for promoting ‘Need For Speed’.
Star Theory