ill Manors Tag London Campaign
The Tag London Campaign was a twitter campaign that prompted fans to tweet the hashtag #ILLMANORS and voice their own opinions on the current climate in the UK. 300 of the tweets that were published by fans and users, were recreated by graffiti artists, projected on large landmarks within London, photographed and retweeted. When fans tweeted the hashtag, they were able to receive a free link to SoundCloud for the album. The campaign was in partnership with a creative digital media company Powster. These results were then published on the Plan B website, in order for users to keep up to date and aware of what's happening within the campaign.
How does the campaign help promote the film?
The campaign helps to create awareness and increase exposure in terms of who see's the content. Due to the content being projected within London, passers by and the general public will be exposed to the campaign and ultimately be part of it. Consumers will be interested and intrigued by the campaign as it is so unique and different; it would catch the attention of several individuals as it is striking and can be easily spotted from a distance. This would therefore promote the film as consumers will ask questions and want to know what is happening within this campaign as it is so unique. It is also noticeable, which makes more people stop and stare and want to know more, therefore helps to promote both the soundtrack and the film simultaneously.
Synergy
There is synergy between the tag London campaign and through the partnered company Powster as the creative digital company would help promote Plan B through their institution. Atlantic Records also promoted the album through devising a partnered live stream with LoveLive, which was used to host the album launch party on YouTube and create awareness through different institutions. The use of being in a partnership with another company, creates wider exposure as the fan bases and the demographics that would be aware of the institution may not necessarily be aware of Plan B, which would provide his album and his film with a bigger audience and awareness.
User Generated Content
Through social networking platforms such as Facebook, Twitter and Instagram, users are able to generate their own content and voice their own opinions. The purpose of this is very advantageous as users are able to voice positive opinions about the film and/or the soundtrack and therefore share their opinions with other people. The disadvantage however, is that a negative comment can alter the opinions of others as they may also be discouraged by this opinion. The use of opinion leaders also helps to encourage exposure of the film as celebrities and close acquaintances of Plan B can help to create hype about the film, which will increase the likeability of wanting to see the film.
Tweets
#ILLMANORS THE WORSHIP AND MONEY MERGED ALL COLOURS AND CREED, INTO ONE TRUE RELIGION THAT WAS DRIVEN BY GREED @4PLANB
This tweet would appeal to a more urban youth demographic and more specifically an audience that listen to Plan B's music as this is a song lyric from 'Lost My Way.' It is a song which is part of the ill Manors album so this in itself can help promote the song as other users will want to know where this lyric has come from and want to listen to the song as they may be able to relate to the lyric or want to understand it further. This also links to the TEDx lecture as the truth is being told through Plan B and he also makes the audience aware of his opinion through the use of his artform, rapping.
SOUNDS LIKE THE TRUTH #ILLMANORS
Again this tweet would probably have been generated by an urban youth and would again appeal to the same demographic as they would believe in ill Manors and relate to it. This also gives us the impression that people believe in it and believe that it is the truth, which relates to everything Plan B is focusing on - the harsh reality of the underclass and situations.
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
Simply by the way that this tweet has been grammatically written, I think it would appeal to the urban middle class audience, ones similar to the TEDx audience. It is a tweet that would be understood and praised by people as it sounds sophisticated and serious, therefore I think it is a tweet that may have even been written by an opinion leader.
#ILLMANORS INCLUSION NOT EXCLUSION.
This short tweet is also a tweet that would probably be most praised by the urban middle class demographic due to the vocabulary. It is a very short tweet which gets the message across in the most simplest way, it also has a ring to it, which makes it seem almost like a rap lyric and like a chant. It also sounds similar to something Plan B himself would say as he chants, within his rap music.
@4PLANB MONEY & LOVE CAN LIFT A PEOPLE UP. IT’S NOT A RACE, WHEN WE’RE ALL FROM ONE PLACE. HOW WILL YOU APPLY YOURSELF? #ILLMANORS #ITSDEEP
This tweet would appeal to the urban youth demographic due to the use of the hashtag 'itsdeep.' The colloquial language and the use of the hashtag simultaneously is quite urban in itself. The rhetorical questions would get users thinking and would actually feel part of this interactivity as they feel part of a group. This is similar to the music video and the lyrics of Plan B as he asks many rhetorical questions such as 'who closed down the community centre?' and 'what will I do now till September?' These questions within the ill Manors rap song promote his soundtrack as they are very similar techniques to engage and get an audience interacted.
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