The Ill Manors Tag London campaign was a project created by the people behind Ill Manors to promote their film as obviously and provocatively possible. In this campaign, they encouraged the public to tweet "#illmanors" in an attempt to gain as much online, social media attention as they could, after which they would project these tweets onto famous London landmarks all over the city in the style of graffiti, to ensure everyone in London would be made aware of the film and the message they were trying to convey.
2) How does the Ill Manors Tag London campaign help to promote Plan B, the soundtrack and the film?
This highly unorthodox method of advertising was very effective in promoting the film, soundtrack and Plan B simply due to its unusual, provocative approach. By advertising it online and through social media, they would undoubtedly have become massively well known on Twitter and other social media platforms but they also took into account those members of the public that don't necessarily have social media so they made the innovative, slightly risky decision to project the tweets onto buildings/landmarks, allowing as many people to get involved with the campaign as possible. To project tweets and messages of such an intense nature onto well respected, well loved buildings and landmarks in the capital city in the style of graffiti is not what you'd expect to see so this would inevitably end up capturing the public's attention and evoking a reaction from them, therefore enabling them to become aware of the film, the music video and Plan B.
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? One other text we studied that this campaign could link to is the TEDx talk that Plan B did shortly before the film's release. One way that this could link to the Tag London campaign is that in both incidences, he was addressing people of a class that would be considered much higher than the class of the characters in Ill Manors, his aim being to get across the message that people of a higher class tend to have predetermined views on young people with no thought about how some end up in the circumstances they're in so he wanted to use his own methods to get their attention.
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.
- One reason is that it gives the public the opportunity to have their say and get involved in something that they ordinarily wouldn't be able to so it provides them with the chance to engage with the campaign and offer their opinions.
- Another reason is that once they see their points/views have been acknowledged (by being projected on the buildings), they can see that their voices aren't going unheard as they might have been previously and they'll therefore feel encouraged to continue to be part of the campaign.
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 JUST ANOTHER EXAMPLE OF CAMERON'S BROKEN BRITAIN
This tweet has a definite sarcastic tone to it as it is mocking something said by David Cameron so I think it would definitely appeal to the youth in society who some people would argue Cameron was probably aiming that statement at. It also links directly to the Ill Manors music video as it is one of the lyrics.
#ILLMANORS INCLUSION NOT EXCLUSION.
The target audience of this tweet would most likely be older, middle class people - the aim of the tweeter was most likely to have been that they wanted middle class people to see that by judging and reprimanding young people, they're excluding them so this is essentially a plea to stop doing it. It could link to the TEDx lecture because that was effectively the same message that Plan B was trying to get across to his audience there.
@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.
The target audience of this tweet would probably be wealthy, upper class people and maybe even people in power e.g. David Cameron - its aim being to confront the wealthy people of society about the fact that they've spent a huge amount of money on the Olympics that will only take place once in London and yet there are people living in the same area with massive financial difficulties.
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 JUST ANOTHER EXAMPLE OF CAMERON'S BROKEN BRITAIN
This tweet has a definite sarcastic tone to it as it is mocking something said by David Cameron so I think it would definitely appeal to the youth in society who some people would argue Cameron was probably aiming that statement at. It also links directly to the Ill Manors music video as it is one of the lyrics.
#ILLMANORS INCLUSION NOT EXCLUSION.
The target audience of this tweet would most likely be older, middle class people - the aim of the tweeter was most likely to have been that they wanted middle class people to see that by judging and reprimanding young people, they're excluding them so this is essentially a plea to stop doing it. It could link to the TEDx lecture because that was effectively the same message that Plan B was trying to get across to his audience there.
@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.
The target audience of this tweet would probably be wealthy, upper class people and maybe even people in power e.g. David Cameron - its aim being to confront the wealthy people of society about the fact that they've spent a huge amount of money on the Olympics that will only take place once in London and yet there are people living in the same area with massive financial difficulties.
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