The Tag London Campaign was a twitter campaign that prompted fans to tweet the hashtag #ILLMANORS and voice their own opinions on the current climate in the UK. 300 of the tweets that were published by fans and users, were recreated by graffiti artists, projected on large landmarks within London, photographed and retweeted. When fans tweeted the hashtag, they were able to receive a free link to SoundCloud for the album. The campaign was in partnership with a creative digital media company names Powster. These results were then published on the Plan B website, in order for users to keep up to date and aware of what's happening within the campaign.
2) How does the Ill Manors Tag London campaign help to promote Plan B, the soundtrack and the film?
It helps promote the film because it helps them connect with fans socially and politically on a massive scale, helping people get information on the film through the album. This will then lead them to wanting to watch the film as it links to his music and the tweets sent out about the current state of Britain. Furthermore, fans with strong beliefs similar to Plan B's will be intrigued into seeing his thoughts on britain coming together.
3) What synergy (links) can you find between the Tag London campaign and other texts you have studied as part of the Ill Manors case study?
There is synergy between the tag London campaign and through the partnered company Powster as the creative digital company would help promote Plan B through their institution. There is a link between the campaign and the broadcast platform because through both of them the fans get an insight into Plan B's ideas and beliefs. This then encourages them to see his work and state their own opinions.Also, The use of being in a partnership with another company, creates wider exposure as the fan bases and the demographics that would be aware of the institution may not necessarily be aware of Plan B, which would provide his album and his film with a bigger audience and awareness.
4) Why might user-generated campaigns like this be more successful than traditional media campaigns? Offer three different reasons UGC-driven campaigns are popular with media institutions.
User-generated campaigns are more successful because they allow the fans to interact and helps with audience engagement. This benefits in promoting the album/film because the fans feel as though they are part of the process and can voice their opinions. The disadvantage however, is that a negative comment can alter the opinions of others as they may also be discouraged by this opinion. The use of opinion leaders also helps to encourage exposure of the film as celebrities and close acquaintances of Plan B can help to create hype about the film, which will increase the likeability of wanting to see the film.
5) Choose FIVE of the tweets above and for each one write what target audience the tweet could appeal to (demographics/psychographics) and then link the tweet to one other media text you have studied as part of the Ill Manors case study (TEDx lecture, music video etc.) Justify your link for each tweet using examples from the film/promotional material.
#ILLMANORS INCLUSION NOT EXCLUSION.
This short tweet is also a tweet that would probably be most praised by the urban middle class demographic due to the vocabulary. It is a very short tweet which gets the message across in the most simplest way, it also has a ring to it, which makes it seem almost like a rap lyric and like a chant. It also sounds similar to something Plan B himself would say as he chants, within his rap music.
#ILLMANORS JUST ANOTHER EXAMPLE OF CAMERON'S BROKEN BRITAIN
The target audience for this could be explorers as their mindset would be changed due to the film and the way Britain really is in the eyes of people and not the way that it is portrayed in the media.
WHY ARE THE RICH GETTING RICHER AND THE POOR GETTING POORER. PFFT TO THE GOVERNMENT.THE OLYMPICS WILL DESTROY LONDON #ILLMANORS.
This tweet would appeal to strugglers and reformers and again the youth demographic or people that are struggling generally. This tweet suggests that the government is all to blame as it states 'The Olympics will destroy London'.
"PLAN B'S #ILLMANORS MOVEMENT IS SICK, GET INVOLVED"
This tweet contains slang suggesting it was written by a member of the youth since they tend to follow slang trends.Therefore,it is most likely that this would appeal to fellow members of the youth who are being encouraged to participate in the movement. This tweet would also link to the music video as they both share similar colloquial languages, and also would both appeal to a young, working class demographic.
"ON PRINCIPLE, WHAT'S THE DIFFERENCE BETWEEN A TEENAGER LOOTING TRAINERS AND A POLITICIAN STEALING THOUSANDS IN EXPENSES? #ILLMANORS"
The target audience of this tweet appears to be more middle-class, metropolitan based reformers, who will most likely be liberal or left-wing. This tweet would definitely link to the TEDx lecture, with Plan B giving a lecture.
WHY ARE THE RICH GETTING RICHER AND THE POOR GETTING POORER. PFFT TO THE GOVERNMENT.THE OLYMPICS.WILL DESTROY LONDON #ILLMANORS
The target audience for this specific hashtag would be between the ages of 18-30. This is related to the London riots as it the user was talking about the government which is one of the reasons why the London riots had happened. I would link this tweet to the music video as it shows parts of the riots and angry gang members. The reason why I said 'angry' is simply because of the way the hashtag was written. The member uses the slang phrase 'pfft' which emphasises that he's angry.
The target audience for this specific hashtag would be between the ages of 18-30. This is related to the London riots as it the user was talking about the government which is one of the reasons why the London riots had happened. I would link this tweet to the music video as it shows parts of the riots and angry gang members. The reason why I said 'angry' is simply because of the way the hashtag was written. The member uses the slang phrase 'pfft' which emphasises that he's angry.
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