Unit Specification
Unit type: Internal
Guided learning hours: 90
Unit in brief
Learners explore media campaigns to identify their purpose and features, and develop skills in
campaign production to produce a cross-platform media campaign.
Learning aims
In this unit you will:
- Understand the purpose and features of media campaigns
- Develop a cross-platform media campaign
- Produce a cross-platform media campaign
- Review a cross-platform media campaign.
VIRAL MARKETING
What is Viral Marketing?
What is the benefit of Viral Marketing?
What are the disadvantages?
What is the most memorable piece of Viral Marketing you have experienced over the summer?
Why was it so successful?
GLOSSARY OPPORTUNITY - ADD THESE TO THE BACK OF YOUR PURPLE BOOKS
VIRAL MARKETING
ENIGMA CODES
IMMERSION
Viral Marketing Posters - Examples sheet...
What happens when it goes wrong?
Resources for Assignment 1
"A1 Purpose of media campaigns.
Exploring Target Audience, including ABC1, demographics and consumption habits. Identifying Psychographics and Tribes."
Before we can start to identify the purpose of our Deadpool Case Study, and start to talk about it in terms of audience, we have to explore audience theory first.
We will look at
- Demographics
- Gratifications
- Young & Rubicam's '7 different kinds' of people.
Demographics
Identifying or segmenting audience members by quantifiable identifiers, or factors.
http://www.abc1demographic.co.uk/
- GENDER
- AGE
- RACE
- LOCATION
- SEXUALITY
- RELIGION
- SOCIAL STATUS
- ECONOMIC STATUS
What is the problem with using demographics to identify audiences?
Audiences Gratifications
Said that audiences were not passive.
That they actively sought experiences from different media products based on their desires.
Disagrees with the notion that everyone gets the same thing from a media text
Acknowledges that different people can get different things from the same product
- Personal Identity - Audience identifies or relates to a character or theme from the media text, that has some sort of connection or personal resonance with them
- Personal Relationship - Audience forms relationships with others based around a media text, Interested in the social interaction that comes from participating in it.
- Diversion - Also known as escapism, audience member uses the media text to switch off, relax or escape from their usual routine.
- Surveillance - Also known as knowledge, audience member uses a media text to gain information, or to find something out.
Young & Rubicam’s 7 Kinds of People
A theory by a marketing company specialising advertising and brand identity.
Similar to gratifications. Acknowledged that different people would seek out media texts according to their needs and desires, in this case based on their personalities
http://www.4cs.yr.com/public_ftp/_outgoing/downloads/4cs.pdf
THE EXPLORER
THE ASPIRER
THE SUCCEEDER
THE REFORMER
THE MAINSTREAM
THE STRUGGLER
THE RESIGNED
Deadpool Target Audience
The primary demographics could be... because...
The secondary demographics could be... because...
Deadpool provides the audience gratification of... (then where and how)
Deadpool could also provide the audience gratification of... (then where and how)
Deadpool could also provide the audience gratification of... (then where and how)
Deadpool appeals to the Young & Rubicam's _______ in the way that...
Deadpool also appeals to the Young & Rubicam's _______ in the way that...
Deadpool also appeals to the Young & Rubicam's _______ in the way that...
Campaign Purpose
- Preexisting desire for Deadpool film
- Comic books ensured there was a pre-existing fanbase
- R/18 rated - first one, freedom, allowed the film to be true to character. Tone of the film differed to that of the mainstream CBM.
- Hadn’t been a film specifically for 18+ comic book fans before. Fanbase that are loyal, and have disposable income.
- Killer, Proppian anti-hero, violent, sexual references, innuendo
- Created a USP
- Star Power, RR, connotation funny, comedian, pinup, stereotypical attractive male lead, fanbase.
- Breaking of the fourth wall, Breaks illusion. Has a negative effect on immersion.
- Comedic, funny. Makes the audience feel like they are involved.
- Different. Not done often. Audience notice/pay attention.
- Intertextual references to other CBM. Rewards ABC1 audience.
- Gave RR creative freedom to be deadpool.
- Usually these factors are risky. Initatill Fox rejected the idea.
- Test footage got leaked, went viral. Convinced Fox.
- Within 48 hours Fox approved.
Analysing Deadpool Media Campaign
Measuring effectiveness
Did the campaign work? How can you tell? How would you prove it?
Who could you ask? What would you ask them? What data would you use?
- Box Office figures, Use Box Office Mojo to provide supporting evidence.
- Social Media figures. Compare followers with other accounts. Compare share stats with other accounts
- YouTube views. Compare trailer views with other accounts.
- Audience sampling, surveys, questionnaires. Ask the fandom. Social media/message boards.
- Critical acclaim. What did film reviewers say? What did Mark Kermode say?
What changes in the industry can you identify?
- Deadpool's legacy. Suicide Squad copying USPs. Trying to jump on its success. Making the money, but maybe not getting the critical acclaim.
How did the campaign ensure it was cohesive throughout?
- What house colours were adopted and why?
- What fonts were used consistently and why?
- What graphical st were applied to the artwork, and why?
Breaking of the fourth wall, film, RR's twitter, in print on the Empire magazine, Honest Trailer, Cancer PSA, chats shows,
Intertextuality/Popular culture references, film, poster (Hello Kitty, Mary Poppins, THG, Avengers posters, Jurassic Park etc) referencing other X Men film,
Popular culture references, 90s pop music = nostalgia.
Deadpool's attitude/persona, movie, poster, cancer PSA, inappropriate, sexual references, innuendo, posters (white background poster campaign in particualr)
Body language on posters always 'flirty' and provocative, eye line, body language.
Red, repeated. Blood/violence. Brand identity. Connotations of colour.
Dark/immature humour. Innuendo. 18+ demographics.
Fictional narrative has parallel with real world (cancer) Personal Identity.
Enigma codes/Teasers/Cliffhangers/leaked footage all the way to red-band trailer
Why was the timing of the campaign important?
- Timing to ensure you don’t coincide with negative events
- Awareness
- Coincide with TA
- Competition, rival company
- Opportunity to take advantage of a lull
- Strategy, purposeful
- “Piggyback” or “bandwagon” take advantage, exploit
When did it need to start?
COMIC CON OCT, loyal fans, anticipation. “HYPE” teaser, curious, excited, leave them wanting more, enigma codes
Christmas. #12DaysofDeadpool culminating in the redband trailer. Never been done before.
Trailer broke the 4th wall, innuendo, teasers, hype, hashtag, encourage viral marketing
End had to be worth waiting for, had to deliver. TA wont want to be disapointed, might not trust you. Redband trailer. CD + smartphone = viral marketing
Valentine's Day release countertypcial, USP
In the build up to the DVD/Blu Ray, Deadpool/Ryan Reynolds appeared in his own 'Honest Trailer' which led to viral marketing
META intertextuality / awareness
Deadpool really wants men to check themselves for testicular cancer
Link
Remember to check the Criteria...
Click here to check the Assignment cover sheet.
To evaluate, use the following phrases right across your report...
"However, it could be argued that the opposite is also the case..." (then explain)
"This is true, but it could also be said that..."
"A disadvantage of this however is..."
"An advantage of this however is..."
"You could also consider that..."
Possible risks...
STAR POWER RISK
"However, it could be argued that the opposite is also the case..." (then explain)
"This is true, but it could also be said that..."
"A disadvantage of this however is..."
"An advantage of this however is..."
"You could also consider that..."
Possible risks...
- Breaking the fourth wall in the film. Was breaking the fourth wall in the marketing campaign so consistently, a purposeful attempt to get the audience ready for the fourth wall breaks in the film?
- Social media. No gaurentee. Not guaranteed follows.
- Social media. No gaurentee. Backfire. No control. HASHTAGS=BASHTAGS. Control to audience. UGC.
- Taking advantage/exploit of family holidays. Clash of ideology. Rejection.
- Backlash against using cancer in marketing.
- New and untried. 18+ sexual references & profanity might have been rejected by parents.
- Too much hype. Not deliver.
STAR POWER RISK
Typecast. Repetition. Saturated market. Rise and fall of the star.
Brings appeal. Established fan base. Loyal Fandoms. Easily marketable. Packaged. Easy to mediate. Easy to ‘bank’ on.
Offers Diversion / Escapism / Personal Identity.
Can bring criticism. Argument of repetitiveness. Unoriginal. Lazy. Predicable model. Fall victim of the ‘rise and fall’ of a star. Controversy.
Brings appeal. Established fan base. Loyal Fandoms. Easily marketable. Packaged. Easy to mediate. Easy to ‘bank’ on.
Offers Diversion / Escapism / Personal Identity.
Can bring criticism. Argument of repetitiveness. Unoriginal. Lazy. Predicable model. Fall victim of the ‘rise and fall’ of a star. Controversy.
Narrative sacrificed.
Resources for Assignment 2 & 3
Assignment 2 - Learning Aim B
Assignment 3 - Learning Aim C
When completing Section 4...
Section 4:
Prepare materials for campaign use (Quality Control of Footage for DSFC Video Advert)
- suitability
- fragment
- continuity
- pace
- rhythm
- dynamic
- lens flare
- focus
- light issues
- pixelation
- fuzziness
- glare
- darkness
- inappropriate
- people in frame who shouldn't be
- composition
Model Answers
Pass answer
- Shot blurry. No good. Don't use.
- Too boring. Nothing happening.
- Too long.
- Lighting bad.
Merit answer
- Poor focus. Image quality not enough. Don't use.
- Not engaging enough. Not enough academic activities on show.
- Too long, lasts longer than needed. Cut in post production.
- Lighting too dark, cant see faces.
Distinction answer
- Poor focus on close up. Image quality not professional enough for client. Don't use, but re-film.
- Doesn't engaging target audience. Clip not meeting brief, as the content is not academic enough, and does not show school in engaging way.
- Too long, lasts longer than needed. Cut at 7 seconds in post production. Use 7 secs until 15 secs. Remove rest.
- Lighting too underexposed, contrast poor, cant see faces of students, necessary for brief. Reshoot with better lighting.
- Shot filled with vibrant colours. Has connotations of energy and excitement. Positive for ambience of advert. Makes the client look engaging and attractive to join.
When completing Section 6...
Section 6:
Production of campaign (Documenting Finished DSFC Advert)
Production of campaign (Documenting Finished DSFC Advert)
HELP:
Importing footage / adding to Timeline
HELP:
Scaling to Frame Size
HELP:
Making cuts / Moving Clips
You make cuts using the razor tool, which can be found (usually) in the top left hand corner. Click on the clip in question, on the timeline, to make a cut. Then you can interact with the separate sections individually.
HELP:
Adding Music
Download your song as an .mp3 from YouTube, using Clip Converter. Ensure your track goes in you Unit 16 folder. You may need to copy it from your 'Downloads' folder.
Import the .mp3 using the method above, and drag down onto the timeline.
HELP:
Separating unwanted Audio from video clips
Right click on a clip, and select 'unlink' - Make sure you click away, then you can click the audio only, and press delete.
HELP:
Speeding Clips up
Right click on the clip on the timeline. Go to 'Speed/Duration'
On the next menu, you can either speed up/slow down a clip by changing the percentage, or by manually telling the clip to last a specific period of time.
On the next menu, you can either speed up/slow down a clip by changing the percentage, or by manually telling the clip to last a specific period of time.
HELP:
Reversing Clips
Right click on the clip on the timeline. Go to 'Speed/Duration'
On the next menu, tick the 'Reverse Speed' box.
On the next menu, tick the 'Reverse Speed' box.
HELP:
Cutting to soundtrack
When creating a sequence with an energetic, upbeat soundtrack, you will probably want to take advantage of a series of particular jump cuts. This means the edit coincides with the beat of the track, which is called cutting to soundtrack.
This is quite a sophisticated editing technique, and there are some features in Premier to help.
First of all, use 'the mountains' to zoom closer to the timeline. This will make cutting tracks at a specific point easier.
The next feature is 'unnumbered markers' which will allow you to set a series of markers, at each beat. Listen to the track first, and set a marker each time you want to make a future edit. Then go back, and using the razor tool, cut and line up clips with the previously set markers.
HELP:
Adding Effects
There are a range of pre-loaded Effects in Premier Pro.
The best way to explore them, is to look through the Effects Menu, drag them into the clip. Using trial and error, see what the effect does, and Undo any you don't like.
Manipulate the settings of each Effect in 'Effects Controls'
The best way to explore them, is to look through the Effects Menu, drag them into the clip. Using trial and error, see what the effect does, and Undo any you don't like.
Manipulate the settings of each Effect in 'Effects Controls'
HELP:
Adding Transitions
There are a range of pre-loaded Transitions in Premier Pro.
The best way to explore them, is to look through the Transitions Menu, drag them onto the end of the clip/s.
Using trial and error, see what the Transition does, and Undo any you don't like.
HELP:
Creating Split Screen Videos
Try this video first, if it doesn't help, additional tutorials will follow in the coming weeks.
HELP:
Creating Titles
CHALLENGE 1:
Animating moving Titles
MASSIVE OPPORTUNITY TO HIT D3 CRITERIA FIRST TIME ROUND
This is a very dynamic animated title effect that will suit your target audience, and link to Section 1 of the Campaign Document .
I will walk people through this in lesson as one of my tutorials, but for those who want to tackle this ins their own time, here is a video for you to follow...
(he is very dry and bland, so be patient with him!!)
This is a very dynamic animated title effect that will suit your target audience, and link to Section 1 of the Campaign Document .
I will walk people through this in lesson as one of my tutorials, but for those who want to tackle this ins their own time, here is a video for you to follow...
(he is very dry and bland, so be patient with him!!)
CHALLENGE 2:
Putting Video inside a Title
Additional Tutorial Videos
Any requests, let me know and I will tweet them out!
