SHORTCOMINGS OF D.I.F.F. (i.t.o. memetic currency) AND SUGGESTIONS#B

The lack of brand presence during the year restricts the festival from entering conversation. Having to survive from an infinite selection of other experiences, The Film Festival would do well to provide a reason or mechanism that occupies mental or physical (possibly both) space in the real-life existences of the experiencor>>

The simplest and most easily employed is tactical merchandise. The last two seasons have shown Badges and Stickers to be very effective (surfing cloth branding campaigns, 325 Tactical campaign) while posters have added value in longevity and cultural appeal.


The most effective mechanism would be to create a related or direct brand that exists throughout the year. The most effective presence would be as a regular Movie Club Night. This would serve to nurture the community as well as create a strong core group to motivate person-to-person information activation for the next Festival. By delivering a mechanism like this, the Festival as a brand establishes personal contact with the average experiencor, and can now engage in open two-way conversation. This simultaneously allows the brand to increase awareness of their target groupings real-time.