Ill Manors e-media: Tag London campaign

Ill Manors e-media: Tag London campaign

1. The Ill Manors Tag London was a campaign in which people were requested to make/posts tweets with the hashtag #ILLMANORS. What this actually helped the record label (Atlantic Records) to do was promote the album in a way that was both cheap for them and more likely to generate attention, with user generated content (UGC) being something more easy for people to associate themselves with rather than things from an institution. In conjunction with this, these same tweets were projected on notable London landmarks, some in direct relation to the content of the tweets such as the Houses of Parliament - further enhancing the promotion aspect of the album.
2. The campaign helped promote the film not only through the use of hashtags on Twitter itself, but also through their projection on recognisable landmarks throughout London.
3. One of the main aspects of synergy here are present between this campaign and the music video. The tweets that were posted during the campaign had themes that were very similar if not identical to what the Ill Manors music video had to offer in terms of opposition to the existing sense of establishment within the country. Not only this, but the campaign video also had scenes from the music one further showing the relationship between the two.
4. User-generated campaigns (UGCs) can tend to be more successful than traditional campaigns since as said before, other people taking their own time to promote something can often seem more believable/something to take note of to another person than if an institution did it since it's generally believed that whatever an institution does is in the name of money, whereas with people there can be a chance of general interest.

     5.

• THE RECESSION IS A WORLD SCHEME TO KEEP THE POOR, POOR. THE RICH OF THIS WORD HAVE NEVER BEING RICHER. #ILLMANORS

The target audience this tweet would most likely appeal are the strugglers, explorers and to some extent reformer groups in terms of psychographics. With it challenging what is usually believed in the world, pertaining to the explorers and possibly reformers groups, and being essentially in favour of the poorer people within society (strugglers) it's not hard to understand why the tweet appeals to these groups.

The text that could be linked to this is Plan B's interview with NME. The article includes content from Drew himself that has an anti-establishment theme and this matches up here since the tweet has a hint of defiance to what is usually thought about the government.

• @ILLMANORS #ILLMANORS OLYMPICS GONNA LEAVE US WITH A LARGE BILL A LARGE VENUE THAT WILL CLOSE BY THE NXT PROJECT AND IS A TERRORISTS WISH,

For this tweet, the target audience is likely to be that of the struggler group. With them talking about the supposedly immense bill that will be brought about due to the Olympic Games - money usually being something of worry for them.

This tweet could be linked to the music video/song 'Ill Manors' in which Plan B himself says 'We got an eco-friendly government, they preserve our natural habitat, built an entire Olympic village, around where we live without pulling down any flats.' These lyrics here also go on to discuss the impact the London 2012 Olympic Games have had on residents in London, albeit from more of a negative slant.

• ON PRINCIPLE, WHAT'S THE DIFFERENCE BETWEEN A TEENAGER LOOTING TRAINERS AND A POLITICIAN STEALING THOUSANDS IN EXPENSES? #ILLMANORS

In the tweet above, the psychographics groups that can be associated with it the most are the explorers and reformers. With the tweet essentially making a challenge and having a more complex outlook on things that often go on within the country, pitting them side-by-side, it can definitely be seen as fitting in with the nature of these groups who are quite independent and enquiring in their ways.

The TEDx lecture would be a point of comparison here since in this it is discussed how the media can often demonise teens by Drew himself. This demonisation however does not carry on to an individual like a politician however, therefore being essentially in agreement with the tweet.

• SOUNDS LIKE THE TRUTH #ILLMANORS

This post can be said to have came from someone part of the reformers psychographic. This talk of 'truth' brings this about particularly since reformers seek social awareness as something of great value.

This can be linked in with the DVD extras of Ill Manors, where the intention of the film is talked about in which it is to make people aware of the 'other side' of London, even if you are a Londoner yourself. This sense of reality is what is also being talked about in this Twitter post.

• AND BY THAT I MEAN, IF YOU WANT SOMETHING TO CHANGE YOU HAVE TO START WITH THE MORAL HIGH GROUND AND NEVER GIVE IN. #ILLMANORS

The post above can also be something that can be linked with the reformers group. Talking about bringing change through, it is essentially what the group stand for as a whole and what the word 'reform' literally means.