Ill Manors Tag London campaign

#ILLMANORS #IGNORINGTHEPROBLEM DOES NOT SOLVE IT? #INSPIREKIDS DON'T PUT THEM DOWN? #SOCIALCHANGECOMESTHROUGHACTION NOT INACTION? @4PLANB

#ILLMANORS THE WORSHIP AND MONEY MERGED ALL COLOURS AND CREED, INTO ONE TRUE RELIGION THAT WAS DRIVEN BY GREED @4PLANB

@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,

#ILLMANORS JUST ANOTHER EXAMPLE OF CAMERON'S BROKEN BRITAIN

#ILLMANORS, SOCIETY REBELLING BACK AT BROKEN BRITAIN, @4PLANB

WHY ARE THE RICH GETTING RICHER AND THE POOR GETTING POORER. PFFT TO THE GOVERNMENT.THE OLYMPICS.WILL DESTROY LONDON #ILLMANORS

#ILLMANORS INCLUSION NOT EXCLUSION.

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

SOUNDS LIKE THE TRUTH #ILLMANORS

@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

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

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

LONDON IS CALLING, THE CITY IS CRUMBLING #ILLMANORS.

PLAN B'S #ILLMANORS MOVEMENT IS SICK, GET INVOLVED

#ILLMANORS YOU CAN'T EAT MONEY...BUT YOU CAN EAT THE RICH

1) Summarise the Ill Manors Tag London campaign in 100 words

The launch campaign for Plan B’s album, ill Manors, combined traditional and digital media. The key objective was to ensure it reflected the scale and character of the album while connecting with a savvy online audience. Fans were prompted to tweet the hashtag #ILLMANORS and voice their opinions on the current climate in the UK, reflecting the overarching subject matter of the new album. In total, 300 of the tweets were recreated by graffiti artists, projected 100ft high onto London landmarks, photographed and retweeted back to individual users.

2) How does the Ill Manors Tag London campaign help to promote the film?

This user generated marketing strategy was very effective in helping to promote the film. It involved the audience and made them share their thoughts on the issues covered by Ill Manors. The method uses online word of mouth as twitter uses following another user that tweets Ill Manors will be able to see it, and may want to get involved themselves. The fact the producers would actually respond by retweeting a picture of your tweet on a famous London landmark will also encourage people to tweet more. The campaign also bring the issues in society covered by Ill Manors into discussion which them promotes and publicises the film.

3) What links are there between the Tag London campaign and other texts you have studied as part of the Ill Manors case study?

The Tag London campaign encourages twitter uses to voice their opinions on society and issues in Ill Manors. This links to the Tedx lecture by Plan B, who used the lecture to voice his opinion on society. He claimed that the media fuels negative stereotypes of urban youths which causes them to make bad decisions in life, and that they are products of their harsh environment. Tweets selected by the marketing team agreed with this anti-government view and were then projected on London landmarks. Tweets selected were all following the same ideology as Plan B’s which he elaborated on in the Tedx lecture. The anti-government tweets selected also link to the NME  cover in which a strapline on the cover was “David Cameron be very afraid” again following an anti government ideology.

4) Why might user-generated campaigns like this be more successful than traditional media campaigns?

User generated campaigns such as this are more successful than traditional media campaigns such as billboards for many reasons. One way in which this form of marketing is so successful is due to word of mouth. When one twitter user tweets Ill Manors other people following will see the tweet and may also want to get their message across because the issue of society is such an opinionated subject, in which everyone has a view. The attraction of being retweeted by the Ill Manors twitter page with their tweet on a London landmark will also encourage people to get involved further, promoting the film even more. This type of word of mouth and user popularity cannot be gained from traditional campaigns such as billboards. If a person tweets the Ill Manors page they are also actively getting involved with the film and are much more likely to want to watch it then than if they simply saw it on a billboard or bus poster.

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.