L04: Planning a Social Media Campaign (Gemini Film)

Using the brief below answer the following:

1.    Highlight the key information in the scenario

2.    What are the objectives and aims of the campaign?

3.    What channels would you use to reach your PRIMARY and SECONDARY audience

4.    What content would you put on each channel and WHY?

Gemini Films are an independent film company based in the UK. The company wants to promote the opening of its new film ‘In Static’. The genre of the film is a gritty thriller with a BBFC certification of 15. The film will be released in July 2018. The film is expected to generate interest from a variety of TV magazines and review websites because the lead actor is soap star ‘Harry Sparkie’. The narrative is centred on friendship and homelessness. Gemini Films wants to promote the film six months before the release. The trailer is complete.  

Need to know genre (gritty) to know what conventions to use.

Promote on Social Media first as its for a young audience

Advertise over Christmas as a lot of these audience members will be out celebrating so it will have the best chance of seeing the advertisement.

2)

•  To promote Gemini Films new movie 'In Static's time for release (July 2018)
•  To promote 6 months before release (Start in January)
•  To generate interest from TV Magazines 

3)

• Instagram - High chance of getting the promotion to the target audience 15 year olds
• Facebook - To reach the young audience that spend a majority of their time on devices.
• YouTube - Best chance for the teasers/trailer to be viewed as it is a streaming platform
• Twitter - To create a hashtag and try and achieve a trending (most popular) hashtag to create hype during the advertisement.

4)

The content I would release on each channel would be very similar, the basics of posters, being advertisements, and teasers leading up to the release of the trailer in time for the film creating a hype and tension for the films release date, the reasons I would release teasers on all the social media platforms is so that the they are definitely being viewed by the demographic (15+) as many all these platforms are used mostly by teenagers aged 15+ and this gives the best chance of advertisement success during the build up to the film. I would also release a filter on snapchat that gives off an eerie mood and also a spooky vibe, this allows people to take selfies with the filter and then go on to sharing the image with their friends and family which also goes on to sharing it themselves and so on and so forth, this brings more advertisement and hype for the film in time for its release in July. The content I would put on the platforms is the cover of the film, with a release date, I would also start a hashtag '#' to create a hype with everyone to start using this and sharing the hashtag with their post to create a trending hashtag, meaning it is the most popular used hashtag at that moment in time, this brings more advertisement for the film during the advertisement stage. The final platform I would use to release content is YouTube, this allows the teasers to be released as it is a video releasing platform, this will be how the trailers are released on the another platforms as I will use the link from YouTube and attach it to the posts shared on platforms such as Twitter, Facebook and Instagram etc.





Things I could be asked to talk about in the exam:
- Timescales, milestones and review dates - Production Schedule
- Channels used to reach the audience
- Content Plan - Always justify the channel and content
- Legal & Ethical issues.
- Start of by writing aims and objectives (What is it about?)

L01 & L03: Social Media & Creative Content

The purpose of this Spotify campaign is to promote Spotify, this is done by mass advertisement, meaning advertising the campaign to a very high amount and in many different ways, such as huge billboards in big cities such as New York and London etc. In doing this, Spotify are hoping to bring in an even bigger audience to their already existing mass audience of music streamers using their platform, this also brings in more money to the artists and to Spotify

L03: Blended Synergy & Marketing

Is all about reaching a potential audience and how it is happening.

Blended Marketing - The use of social media alongside TV, Magazine, Film, Sponsorship Promotion cannot be used in isolation. Blended means the campaign should look the same across all platforms to create branding such as font styles, colours, house styles, logo and hashtags. Creating synergy across all different platforms, not only use them but explain why these things are being used.

L03: Evaluating Project Tools & Aggregation

Trending - A post/Creation that has become very popular in the media and has started trending, e.g. the post of the egg that got 40+ million likes became very popular meaning that it was trending. This is associated with a hashtag '#' Professionals also use this to create popularity and branding for a new product (Used by the industry) this is created during the pre production of a product, this creates a buzz and excitement of the product before its released. This helps see the demographic and who's enjoying it, viewing it & sharing it so that these companies can target this specific audience. (Include in campaign).
Advantages
- Drawing more attention of the product 'Hype'
- Can use hashtags to create a wider expansion with an audience

Social Media Aggregation - (Aggregate is to gather and sort information) Can post and monitor all the social medias so that who ever is responsible as a project manager can post/publish content on all of these platforms at once. Can also monitor the traffic, meaning how often people are sharing, viewing and/or talking about the product.

State a project management tool that can be used to help manage a project collaboratively and online.

Social media and 'search engine and optimisation) SEO?
Google
Bing
Yahoo
Safari
Firefox
Internet Explorer
These are all platforms that allow you to search for any content you would like to view/see E.G. Images, Videos, Questions, Forums etc. Due to Web 3 the search engines can be personalised so that it has been taught the users hobbies and interests. Optimising the amount of hits you get, meaning you are optimising how often your content is being consumed . The higher up the list your website/advert is. The more traffic will be created to the website / advert.
Search engine optimisation may target different kinds of searches,images, videos, academic and news searches.

Retweets - When planning a social media campaign to understand how a particular channel works in conjunction with another, possibly more traditional, marketing technique.

EARL SWEATHSIRT

TYLER THE CREATOR

SLOWTHAI

Global Village - The term used to describe how the Web instantly connects audiences all over the world.

Web Utopians - Those who see the web and a social media technologies as having a benefit to society as a whole.

The Global Village - Marshall McLuhan (1964) - Suggested that TV would create a global village, as a medium central to communicating ideas. He also predicted a library network accessible everywhere that would allow access to all forums of information (Web 2.0 Effectively)

Electronic Agora  - Online meeting spaces such as forums and chat rooms where people can discuss a range of topics and achieve collaborations.

The Electronic Agora - (Rehingold 1991) - Is the idea that the web can be used for the exchange of ideas and socialise as avatars. This has been widely adopted by the open source and sports communities

L03: Social Media Measurement & Social Network Aggregation

Q1. Explain why it is important to measure campaigns.
Must include examples

L03/L04: Campaign Objectives