15/11/12: I have started to work on the website for my campaign. I was struggling on what to do so this is why I haven’t made a huge progress, so I am going to work on some of this at home to make sure that I can make this as effective as I can.
The idea that I have come up with is a spin off from a TV series that originally aired in America, but is now being aired in the UK but does not have much advertising behind it, and it doesn’t have a marketing campaign, and I wanted to do something for the series.
The main character Neal Caffrey, a criminal that was released from prison from the FBI officer that caught him giving him a choice to stay in prison for another 4 years, or to come and be his CI for the FBI, and for four years he would have to wearing a tracking anklet so he can’t try to escape. I thought that an idea that I could use would be that one of Neal’s friends Mozzie, gets taken and he’s recruiting criminals in the specialities that he needs to aid him in finding his friend. So we could turn the marketing into a scavenger hunt that is a search for the missing friend and the people that are recruited by Neal are going to help uncover clues and the mysteries behind the disappearance.
I am going to make a poster that is in the style of the old fashion western wanted posters for the person that has taken Mozzie, because I feel that this will be effective and if a plan was to go ahead for a scavenger hunt then the people that are taking part would see these around the cities that they are in and it might encourage them to take part and get more involved with what is going on.
I think that the newspaper would be the same, one for the criminals and one for the FBI, but the topics would be things of interest to the two different groups of people. Again, this is going to be following the idea that was used for the Dark Knight. Trying to get people more interested in the TV series.
I am going to be using social media for some of the main characters in the series. Neal, Mozzie, Burke, maybe make them a little comical, because as we know criminals wouldn’t have a Twitter or a Facebook, but it might be a way of getting the audience interested and talking about it if they are communicating with one another on the social networking sites.
Finally, I think that it would be good to something like a scavenger hunt around various different cities where you have to follow the clues that the ‘criminals’ Caffrey and Mozzie are giving you, trying to keep under the radar from the FBI (Burke) and his followers that are trying to catch people out. They would be getting merchandise for all their hard work as to try and encourage them to watch the series.
T-Mobile is another company that took a viral marketing campaign, that predominately began on social media and through our TV screens.
They achieved this by some of the adverts that they created. One of them being the ‘Royal Wedding’, where they got look-a-likes of the royal family and had them dancing down the isle. This is one of the best ways that they virally marketed because not only did many people enjoy it because it was funny and it was realised because of the upcoming royal wedding, but it got people talking about it and posting about it on social networking websites and sharing it with their friends and various different people around the world.
Another trailer that they made for their campaign would be the ‘Car Parking Ticket’ video, where parking inspectors walk around slapping tickets on peoples windscreens for stupid reasons and people start to get angry and shout at them, but when they open the ticket they soon realise the inspectors are giving them money not trying to take it away from them, this is effective because it makes people laugh.
I think overall this campaign was effective for it audience because not only was it roping people into watching it because the humor behind both of the adverts, but it would get people talking about it. So the campaign will be spread over a range of different places for advertisement, and in theory, it would then get the campaign for publicity.
The Dark Knight is was one of the most successfully virally marketed campaigns that I have seen. They have used a range of different and effective marketing techniques to market this movie to the audience, and make it seem real to the fans of the movie. This viral marketing started a year before the film was even released.
The biggest way that they were able to capture their audience of over 10 million people would be the alternate reality that they created pulling people into the movie. Where some of the audience joined forces with the Joker and others followed Harvey Dent.
During this reality journey, people were made to believe that they were really part of Gotham City, and everything they were doing was real. The people that joined in with this would walk around with who they were following clear on their person. People choosing to follow the Joker would have their faces painted as a replica of his own, and the followers of Harvey Dent would be wearing badges, ribbons and carrying posters and signs with ‘I Believe In Harvey Dent’ printed upon them.
It all started with the Joker defacing things in everyday life, such as bills of money and posters around the city with his famous scrawls, red eyes and black scribbled mouth.
This universe was further created when the websites ‘Why So Serious?‘ ‘I Believe In Harvey Dent’ and ‘The Gotham Times’. This adds in the fact that they have used web 2.0 to create this world where people can get involved in the movie, before it has even been released.
This is the Why So Serious? page that was made by the Joker, with various different police reports and interactive parts on the website that give you information into the movie and what was looked upon during the main point of the campaign. As you can see there are various different parts of this website that have got the Jokers mark on it, the scrawls of the red and the black on peoples faces, and the red scruffy ink of the hand writing.
The marketing or this movie continued even further when the players were given clues to go to different places and shops where they found clues and tools that they would need to help the Joker. One of these would be when they were told to go to a cake shop and when they got their cake on the icing was orders to phone a number and in the middle of the cake was a phone in an evidence bag with a note. And when they called the number they got a pre-recorded message from the Joker with further instructions on what they were to do next.
Here are a few more things that were given to the people that chose to follow the Joker in this journey. His card, a mask and a note, that more than likely contains some sort of clue for the next thing that they are expected to do for him.
The whole virtual world that was created took over for everyone where there were various different things being plastered all over the city. During this marketing technique, the Batman symbol was projected on the side of a building where it was then later sabotaged and defaced by the Joker live in front of hundreds of people. Things like this made people enjoy it even more because it wasn’t pre-made and then just showed or sent to them, it was happening right in front of their eyes and no one was prepared for it, no one knew it was going to happen. It was like they were living it.
Another form of marketing that they used would be video. This was when the trailer was released, but when people went to look at it they soon found that the Joker had gotten there first and defaced the whole of the trailer, again with his famous scrawls and insults to Batman.
This is the trailer that the joker defaced. So they have not only used social media and making a alternate reality, they have used the trailer in these different elements. This is effective because people will be expecting to see the trailer for the first time, but when they view it they find that they cannot see much because of the vandalism that the joker has made to the video.
So not only have these fans that joined in with the marketing of this movie been able to watch trailers like any other movie, they have been able to gain momentous and special movie merchandise. Not only have these elements been used but on top of the use of multi-media tools, the campaign have had their message spread through social networking sites such as FaceBook and Twitter. This is yet another marketing tool that has been used.
I think that this viral campaign was very effective because of the way that it drew the audience in and made them believe that they were in the movie, and the characters were actually part of their lives. I think that the way that they brought in all the different elements from using the internet to actually creating a scavenger hunt around the world, in various different cities, it keeps the audience interested and it keeps them wanting more from the movie. So when the time comes that the movie date is released and the cinema date is announced, the tickets are going to sell out before people even have a chance. They are just building the popularity of the movie before it is even there.
http: http stands for ‘Hypertext Transfer (or Transport) Protocol, which is the data transfer used on the World Wide Web. In terms that other people and myself might understand, it is always seen at the beginning of a URL link when using the internet. HTTP is used when you enter a URL into the internet it send a http command to the web server to fetch the requested web page.
Definition found at: http://www.google.co.uk/#hl=en&safe=active&q=HTTP&tbs=dfn:1&tbo=u&sa=X&ei=
wap: In long terms this stands for ‘Wireless Application Protocol’ which was a set of protocols for connecting cellular phones and other radio devices to the internet. It is and was used when people wanted to link into the internet and use various different features that required the web, these would be.
- Email by mobile phone
- Tracking of stock-market prices
- Sports results
- News headlines
- Music downloads
This definition was found using the Dictionary App on the Mac and this link: http://en.wikipedia.org/wiki/Wireless_Application_Protocol
gsm: Stands for Global Systems for Mobile Communications, formally known as Groupe Spécial Mobile. It was created to describe protocols for second generation (2G) digital cellular networks used by mobile phone, it replaced 1G.
Definition found at: http://en.wikipedia.org/wiki/Gsm
3G: Short for 3rd Generation stands for the third generation of mobile telecommunications technology. 3G is used in applications such as wireless voice telephony, mobile internet access, fixed wireless internet access, video calls and mobile TV, allowing users to do all of this on the go, without a wi-fi connection.
Definition found at: http://en.wikipedia.org/wiki/3g
mms: Short for Multimedia Messaging Service. Which is the standard way of sending a message to someone with multimedia content inside it, to and from mobile phones. The most popular reason for using mms is to send pictures to one another, but it has been known to be used for sending ringtones, etc from one person to another.
Definition found at: http://en.wikipedia.org/wiki/Multimedia_Messaging_Service
GPRS: Is short for General Packet Radio Service. This is a mobile data service on the 2G AND 3G cellular communications system’s global system for mobile communications (GSM). GPRS was originally standardized by European Telecommunications Standards Institute (ETSI). It is maintained by the 3rd Generation Partnership Project (3GPP)
Definition found at: http://en.wikipedia.org/wiki/Gprs
Bluetooth: Is a proprietary open wireless technology standard for exchanging data over small distances with other people. Using radio transmissions in the ISM band from 2400-2480 MHz) from fixed and mobile devices, which has created personal area networks (PAN) with high levels of security. It was created by Ericsson in 1994.
Definition found at: http://en.wikipedia.org/wiki/Bluetooth
ADSL: Is short for Asymmetric Digital Subscriber Line. It is a type of digital subscriber line technology, a data communications technology that enables faster data transmission over copper telephone lines rather than a conventional voiceband modem can provide. It is able to do this by utilizing the frequencies that are not used by a voice telephone call.
Definition found at: http://en.wikipedia.org/wiki/Adsl
Broadband: This is used to refer to the wide bandwidth characteristics of a transmission medium and it’s ability to transport multiple signals and traffic types simultaneously. The medium can be a coax, optical fiber, twisted pair or wireless. Before home broadband we had to use dial up for internet access, which was the only way that we could access the internet and download files such as songs, movies, emails and more. Dial up was a huge inconvenience to us, because of the unco-operation that it had with the telephone line.
Definition found at: http://en.wikipedia.org/wiki/Broadband
voIP: Is short for Voice Over IP. Commonly refers to the communications protocols, technologies, methodologies and transmission techniques involved in the delivery of voice communications and multimedia sessions over internet protocol networks such as the internet. Things commonly association with voIP are IP telephony, internet telephony, voice over broadband, broadband telephony, IP communications and broadband phone. The services include:
- and/or voice messaging applications
Definition found at: http://en.wikipedia.org/wiki/VolP
Wi-Fi: Is a popular technology that allows our electronic devices to exchange data wirelessly using radio waves over a computer network; including high-speed internet connections. Some of the devices that can use Wi-Fi are:
- Personal Computers
- Video Game Consoles
- Digital Audio Player
It connects through an access point and this can have a range of about 20 meters.
Definition found at: http://en.wikipedia.org/wiki/Wi-fi
4G: In telecommunications, 4G is the known as fourth generation of cell phone/mobile communications standards. It is the successor of the third generation (3G) standards. This new system is going to provide mobile ultra broadband internet access. For example to laptops with USB wireless modems, to smartphones and to other mobile devices. Conceivable applications include amended:
- Mobile Web Access
- IP Technology
- Gaming Services
- High Definition Mobile TV
- Video Conferencing
- 3D Television
Definition found at: http://en.wikipedia.org/wiki/4g
Fiber Optic: Is a method of transmitting information from one place to another by sending pulses of light through an optical fiber. The light forms an electromagnetic carrier wave that is modulated to carry information. Fiber-Optic communication systems have revolutionised the telecommunications industry and played a major role in the advent of the information age.
Definition found at: http://en.wikipedia.org/wiki/Fiber-optic_communication
Email: Electronic mail, also known as email or e-mail, is a method of exchanging digital messages from another person to one or more different recipients. Now it operates over the internet and other computer networks. Older versions of e-mailing required both of the author and the recipients be online at the same time, which it has in common with instant messaging. Today’s e-maling systems is based on a store-and-forward model.
Definition found at: http://en.wikipedia.org/wiki/Email
IM: Short for Instant Messaging, which is a form of communication over the internet, that offers the audience a quick transmission of text based messages from one sender to another. It can either be used in a private way such as FaceBook chat, but there are places where you can IM with people in a open way, with people from all over the world. More advanced instant messaging now allows us to communicate with other senders in different ways such as live voice, video calling or video chat with people over the internet.
Definition found at: http://en.wikipedia.org/wiki/Instant_messaging
SMS: Also know as Short Messaging Service, is a text messaging service component of phone, web or mobile communication systems using standardized communications protocols that allow the exchange of short text messages between fixed line or mobile phone devices. It is the most widely used data application in the world, with 3.6 billion active users, totaling to 78% of all mobile phone subscribers.
Definition found at: http://en.wikipedia.org/wiki/SMS
Bulletin Boards: Known widely as either a pin board or a notice board, which is surface that is intended for the posting of public messages. As an example it could be used to advertise something for sale, or if something is wanted, event announcements, or just to provide some sort of information.
Definition found at: http://en.wikipedia.org/wiki/Bulletin_boards
Discussion Forums: An internet forum or message board, is an online discussion site where users of the internet can hold conversations in the form of posted messages. They different from chat rooms in that messages are at least temporarily archived. Also, depending on the access level of a user or the forum set-up, on sites such as these a message might have to be approved by a moderator before it becomes visible.
Definition found at: http://en.wikipedia.org/wiki/Discussion_forum
Weblogs (blogs): Is a discussion or information site published on the World Wide Web and consisting of discrete entries, known as posts, typically displayed in reverse chronological order (the most recent things that have been posted appearing first). Until 2009, blogs were usually work of single person, occasionally of a small group, themed on single subject. But now ‘multi-author blogs’ have been developed, with posts that have been written by a large number of different authors and professionally edited.
Definition found at: http://en.wikipedia.org/wiki/Weblog
Newsgroup: A usenet newsgroup is a repository usually within the Usenet system, for messages posted from many different uses in separate locations. The term may be confusing to some, because it is in fact a discussion group. Newsgroups are technically distinct from but functionally similar to discussion forums on the World Wide Web. They are much like old message boards, or pin boards.
Definition found at: http://en.wikipedia.org/wiki/Newsgroup
Internet Telephony: Is a category of hardware and software that enables people to be able to use the internt as a transmission medium for telephone calls. For the users that have free, fixed price internet access or internet telephony software essentially provides people with free telephone calls anywhere in the world. To date though, internet telephony is not as good as an actual telephone call to someone through a mobile or other phone device.
Definition found at: http://www.webopedia.com/TERM/I/Internet_telephony.html
Conferencing (video and audio): Web conferencing refer to a service that allows conferencing events to be shared with remote locations. The service is made possible by the internet technologies that are available to us, especially on TCP/IP connections. This service allows real time, point-to-point communications as well as multicastcommunications from one sender to many receivers. It offers information of text based messages, voice and video chat to be shared simultaneously, across geographically dispersed locations.
Definition found at: http://en.wikipedia.org/wiki/Web_conferencing
What is a meme?
An internet meme is a concept that spreads via the internet. It is typically an image, but it can take any form from a video, catch phrase, website or hashtag. They have been spread around the world through social networking sites such as Tumblr and even direct emails and other forms of electronic communication. These can be created for a specific marketing purpose, or for pure entertainment for the audience. They are mostly made for humor purposes but they are supposed to be funny in a clever and sophisticated way instead of just being harsh.
Who creates them and how are they created?
Anyone on the internet that has some sort of picture editing software can create a meme, whether it be for some sort of work element, or just for some sort of humorous purpose. The most popular way to make them would be through Photoshop or another form of editing software, where you will take a screen grab of something or someone, and then put a catch phrase at the bottom and top of the image.
How are memes published and who publishes them?
They are published through web 2.0, typically on social networking sites as these sorts of images are popular among the younger audience. So you will see memes on websites such as Twitter, Tumblr, Facebook and even have them being sent to one another through emails or any other form of blogs on the internet. Anyone can publish a meme, as whoever makes a meme wants to communicate it with the people that also have a blog on the same site as them.
I think that this meme is affective in doing it’s job because, these are the formats of meme’s that make me laugh the most out of all of them, this is because not only is the basic face funny and really weird looking, but the captions that are always added make me laugh, no matter what they are. I think that this meme in particular is popular because a lot of teenage girls are down on themselves, and so having something like this is going to make them laugh. I like this meme because it is like evert girls problem if they are conscious of the way that they look, and making something funny out of it, might be a way of making them all laugh.
What is the legacy of your meme?
The legacy of this meme is infinite. There have been hundreds of different versions of this type of meme everywhere. Primarily it became popular through the social networking site Tumblr, like many of the other memes that are popular. It is going to have been popular among the teenage audience because this is their sorts of humor, more so than other ages in an audience.
Has it been copied or parodied?
Yes this meme has been copied, many times with different catch phrases. I think this is affective because as soon as you see the face of the ‘Y U NO’ guy, you know what to expect and if you like all of the other memes that have been produced, you’ll more than likely enjoy any other new versions made. This is one of the parodies that I found through a Tumblr page, dedicated to the meme, ‘Y U NO’.
This is a parody because they are using the meme, to make a joke about the meme, so they are really making an effect with this particular meme.
How did you find out about it?
I myself found about this group of memes through Tumblr, but I was looking on Google under this meme and found this one. Because the meme has it’s own Tumblr page, it will more than likely have more than one, they are everywhere and a lot of people will be able to see them, what with meme’s making their way over to FaceBook and other social networking sites, the audience for meme’s is becoming a little bigger and a lot more vast.
Making my own meme:
I made my own meme using the same layout as the ones that I have talked about.