This unit's brief is to create a cross-media advertising campaign to promote our TV show for BBC3. We have to include three different media types across old and new media, conforming to the individual conventions of each. The aim is to promote a new product (the show) and the site it is hosted on (BBC3). It's important to note that we have to comply with legislation set in place by the ASA, OFCOM and BCAP to avoid unnecessary offence or distinctly negative publicity. Also interesting to note is the competition streaming sites and media companies at large face from Netflix, and what can be done to compete in a productive and effective way.
THE CONTRACT
OPEN
You have the freedom to make some decisions.
- media types
- create the logo
- the aesthetic and graphics
- the mobile app and quiz
IMPLICIT
Inferred from the brief.
- don't miss deadlines
- has to be BBC branded
- be in line with other BBC marketing and standards - do research
- don't spend money on expensive celebrity endorsement
- has to feature the main characters
- convey the tone of the show and hint at plot points
CONSTRAINTS
Boundaries that projects must work within (ethical, legal, time, cost etc.)
- £15,000
- no offensive stereotypes
- represent your target audience
- keep to relevant legislation
EXPLICIT
Clearly stated requirements that must be met.
- one piece of media has to be released after episode one
- has to include an interactive content eg. an app with a quiz
- cross-media
- must comply with legislation
- do your own research into the demographic
THE SHOW
I'll be advertising my previously pitched TV show 'Croak', created for BBC3 and their demographic of 15-21 year olds. It'll be interesting to go back with new knowledge of advertising and see the show in a new light. The original demographic I had was based on economic and ethnic background - further research would mean taking into account psychographics as well. I could, for instance, build up a consumer profile based on my idea of the average fan of 'Croak'. Market research will definitely come into play here so that I may find further data on audience pleasures and competitors and the like.
During Unit 21, I conducted some market research and a focus group from our school (part of the target age group) to inform my TV show planning. The data was a helpful resource in decision-making, for example:
In terms of legality and ethicality, I don't think there will be major problems with the promotion of 'Croak'. Guidelines set by the ASA give a very good idea of what-not-to-do and there are distinct points to consider:
- HONEST
- TRUTHFUL
- DECENT
- ACCURATE
- SOCIALLY RESPONSIBLE
- LEGAL
The particularly challenging (or upsetting) themes in Croak would have to be murder or violence, something to keep in mind when creating promotions above the line as opposed to targeted adverts. It's likely a good idea to look at how other semi-humorous murder mysteries present themselves on television adverts and the like.
I think that a lot of mediums could be helpful for reaching a target audience, one such being social media. There's so much going on in advertising nowadays that it would be impossible to ignore newer media, certainly because it's changing lifestyles so fast. One example of social media interaction with fans from a TV show is the Umbrella Academy twitter account, affectionately nicknamed 'Brelly' by actors in and fans of the show. Branded twitter accounts are a fantastic way to gauge your audience's opinion without imposing on them, as they may very well have found the account without prompting.
TV and radio advertising is liable to reach a much wider audience than a twitter account because they're above the line, and therefore not targeted at anyone's interests (further than just the channel or radio station they're tuned in to). Billboards and posters are also above line, the least personal you can get.
[NOTE TO SELF: REWRITE THE STORY!!!! RECONSIDER CHARACTER DESIGNS]
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CAMPAIGN LOGISTICS
SCHEDULING - WHEN DO YOU RELEASE MARKETING?
CONTINUITY, BURSTING OR PULSING MODELS
CONTINUITY
- keeps product continually in the mind of consumers
rule of seven - takes seven nudges to get someone to take action?
campaign schedule - when you're going to release bits (not production schedule)
NOTES
incentives to download app - effect on show? access to certain things??
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