Ill Manors e-media: Tag London campaign

1) Summarise the Ill Manors Tag London campaign in 100 of your own words.
The Ill Manors Tag London campaign was a innovative project designed to promote the film using a combination of social media, art and the capital city - London. This combination of new and traditional media helped to carry this project out successfully, promoting the film hugely. Fans were prompted to tweet the hashtag #illmanors through the social media platform 'twitter.' They were asked to conjure tweets voicing their opinions on the current state of the UK which alludes to themes pervasive in the film. Then, these tweets were recreated by a graffiti artist and projected onto some of London's landmarks.

2) How does the Ill Manors Tag London campaign help to promote Plan B, the soundtrack and the film?

This campaign was extremely effective at promoting the film, soundtrack and the mastermind behind the works, Plan B. It was so efficient and successful because of the interesting combination of new and traditional media which helped broaden the followers of the campaign. This is because the film is engaging with a variety of people including those who may not use new, digital media and prefer traditional forms of it. The clever decision to project the graffiti onto well acknowledged landmarks in the capital city of London contributed to promotion. Considering the densely populated area and tourist hotspot that London is, it attracted a vast amount of people by intriguing them into 'iLL Manors.' Moreover, the use of digital media such as twitter, which was a huge component in this campaign.  This is due to the fact that a very high percentage of people across the world have access to social media, many implementing it in their daily lives. This means a very large population can gain access and  knowledge about the campaign which in turn encouraged them to watch the film.

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?

Most jarringly, several of the tweets resembled the TEDX talk Ben Drew carried out. For instance, "#ILLMANORS #IGNORINGTHEPROBLEM DOES NOT SOLVE IT? #INSPIREKIDS DON'T PUT THEM DOWN? #SOCIALCHANGECOMESTHROUGHACTION NOT INACTION? @4PLANB." This tweet strongly alludes to Drew's ideologies and beliefs about youth in our society. He often discusses how he feels that children are 'put down' because of their misfortune of being born into a dysfunctional family who have distorted their views on their own future. Moreover, many of the tweets selected were chosen intentionally because they utilise lyrics from the music video. For example, "#ILLMANORS, SOCIETY REBELLING BACK AT BROKEN BRITAIN, @4PLANB." By using tweets like these, it also creates synergy through the campaign to the music video. Moreover, the coverage of this campaign is a YouTube video. Within this video, we can see it has been edited in sections so that it also includes clips from the music video and the audio is also from the music video, again promoting it and creating synergy. The fact that this music video makes use of actors/characters from the film also creates synergy back to the film itself.

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.

This campaign is a prime example of why user generated campaigns can (in some cases) be far more successful than traditional campaigns. Firstly, we can see that this kind of movement enabled the fans and a broad audience a chance to engage and immerse themselves into this project. In other words, it encouraged interactivity. Another reason it may be so popular is because the people involved are either vicariously rewarded or physically rewarded. We can see that in this campaign , fans were rewarded by having their tweets projected for everyone to see. Those who didn't get their tweets selected were still rewarded vicariously because they feel like they are in a community and part of the movement. This point alludes to the idea of user generated campaigns creating a community, something desirable. This makes these campaigns more successful because people like the idea of unity and being a part of something. It could also be argued that some fans of the film may be fans because they have been isolated or alienated by their society and this film tackles with themes as such. Therefore, by creating a campaign that creates a community, it specifically targets what they want.

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 links directly to the lyrics used in the music video and voices the opinion the youth have towards society.

PLAN B'S #ILLMANORS MOVEMENT IS SICK, GET INVOLVED
This was tweeted by an infulential celebrity and is direct. It grabs viewers and encourages them to watch the film.

#ILLMANORS #IGNORINGTHEPROBLEM DOES NOT SOLVE IT? #INSPIREKIDS DON'T PUT THEM DOWN? #SOCIALCHANGECOMESTHROUGHACTION NOT INACTION? @4PLANB
This links to Plan B's ideologies and reinforces the idea of the youth needing a helping hand.
ON PRINCIPLE, WHAT'S THE DIFFERENCE BETWEEN A TEENAGER LOOTING TRAINERS AND A POLITICIAN STEALING THOUSANDS IN EXPENSES? #ILLMANORS
This is not only a valid point but also is thought provoking. As well as this, it helps viewers realise the themes that Ill Manors consists of.

#ILLMANORS INCLUSION NOT EXCLUSION.
This helps present the themes that transpire in the film.