Introduction
Media campaigns are a series of different communication channels such as newspaper articles, television interviews, billboards radio, print media and other online social media platforms. Campaigns are not solely reliant on advertising and can include demonstrations, video conferencing, and other interactive techniques. These products are all intended to achieve a particular aim which is most likely to sell their product and reach their intended target audience.
My chosen media campaign is the Göteborg Film Festival: The Isolated Cinema. It is a campaign that is designed for someone to be able to spend 7 days on a desert island alone without phones and communication from the real world. On this island they will be able to watch 60 different films in 7 days. The search for a participant started January 4th, 2021. It was created by the agency Stendahls, Gothenburg. The hero location for the campaign is an isolated lighthouse called Pater Noster on the edge of an island archipelago in the North Sea.
Target audience
The target audience was aimed at a film fanatic and really enjoys watching films as they are on an isolated island watching films. However, it has been noted that the idea that people were in complete isolation was what appealed to most people as it was during the pandemic time.
The Göteborg Film Festival was released on different social media platforms such as Instagram, YouTube twitter and the campaign even managed to be able to host the World Ice Hockey Championship. This strategy allowed the campaign to be viewed by many people, resulting in a larger target audience and more participants for their film.
Communication channels and platforms
YOUTUBE
This was a YouTube video that was released under the Göteborg Film Festival campaign. It detailed what the experience was going to be like if you were the participant that won. It featured live footage of the island and messages throughout the video that highlight the fact that you are going to be there alone by yourself. It is used as a form of digital advertising to entice the audience members and make them want to take part in the isolated cinema experience. It was effective as it was an informative and entertaining video that not only helped people get an insight into what could really be like in the isolated cinema it helped people get a sense of whether they would like to participate in the isolated cinema experience.
The campaign was talked about and advertised on twitter as it was shown here being tweeted by CNN International and retweeted by the Göteborg Film Festival it shows that social media is being used as one of their main branding styles to elevate their campaign and ensure it reaches a larger target audience. It is effective as using social media ensures you will get lots of engagement as there is over 4.76 billion social media users and more specifically 450 million active twitter users meaning using social media as one of the main forms of branding will be useful to reach a lot of people from all over the world.
NEWSLETTTER
The campaign is also advertised through a digital monthly newspaper that is sent to their current subscribers. This helps keep the campaign relevant and encourages people to keep watching their campaign and look out for different things that may advertise. It helps them gain attraction to the isolated cinema as the newsletter keeps people updated on what is going on, which helps the campaign gain popularity and attraction.
CINEMA COMMERICAL
The campaign is promoted through a video commercial that was advertised in cinemas this helped the campaign gain attraction as the target audience for the isolated cinema is people who enjoy watching movies meaning potentially their canidate could have seen their advertisement at the cinema. It is a useful and effective advertisement to directly target their specific audience.
WEBSITE
This is a website used to promote the campaign as it is designed to keep the audience members up to date on different things that the Goteborg film festival brand is promoting as well as information on the isolated cinema. This website helps create brand awareness and gives audience members a deeper understanding as to what isolated cinema is and provides more information about what will take place during this experience.
FESTIVAL SCREENS
This commercial was used at a film festival to be able to successfully promote the film festival, which is good as it attracts the target audience and gives helpful information about the actual film launches, tickets and space availability.
RELEASE PARTY
It is an event used to advertise and launch the film festival leading to more audience engagement and greater popularity and success. An invitation goes out to all existing members and other people that are part of their dedicated target audience. This event is used to boost the event and promote upcoming events
Features of the campaign
The campaign is designed to entice and convince people to apply for the isolated cinema. By using social media and engaging with their current subscribers they can build their platform and achieve their desired goal of successfully informing people what the isolated cinema is which will intern encourage more people to try and participate resulting in the product gaining more popularity.
Cohesion was created through the campaign as they continuously branded their campaign on social media such as Instagram, YouTube, and twitter they also used the campaign to spread the same brand message that whoever gets chosen to participate in the isolated cinema they will be ‘alone.’ The diverse ways they done this was through emphasizing that the participant would be alone continually quoting that they will have ‘no phone’ and be ‘isolated.’ By using social media to market their campaign they reached their target audience of millennials and younger teens who are often on social media however since their campaign was centered around having no phone and being ‘isolated ’millennials and younger adults were the ones who were more engaged by the offer. Also, people who really enjoy films as it was used to promote their film festival, so people who enjoy watching movies will be the main people involved in the campaign.
The campaign was made in 2021 when covid was still prevalent so the idea of complete isolation is what appealed to most participants.
Evaluation
The campaign was successful as it attracted a large target audience not expected by the film festival team. It attracted an audience of 12000 people. Meaning when it comes to spreading awareness of the campaign and trying to gather participants, the campaign successfully achieved that as it managed to get a huge audience.
The strongest part of the campaign was their advertising as different media stations also advertised their product such as CNN international on twitter. It made the isolated cinema idea immensely popular and even meant that the campaign was able to reach new success levels that even the film festival team did not anticipate, hence why there were so many applicants trying to experience the isolated cinema.
My favorite part of the campaign was the YouTube video that was made as it detailed exactly what the campaign was and allowed people to have a small taster into what the film festival could be about and what is going to happen with the film festival.
The campaign using various social media sites to advertise their film was extremely successful as there are approximately 2.1 billion YouTube users so making a YouTube video to advertise the isolated film festival campaign allows multiple people to be able to view the video and therefore attracts a larger audience and then interns means people are more inclined to want to find out about the film festival and study more about it.
Twitter was also an effective way to campaign as larger international companies such as CNN international retweeted about the film festival. This will bring in a larger different target audience as CNN international has a different target audience, meaning more people will be aware of the film festival.
The release party was also an effective method of campaigning and advertising as it attracted a large target audience yet again and was used to effectively the launch a film festival it allowed dedicated members to join and other people who may be interested in the isolated cinema get a taster experience of what the isolated cinema could be like which overall boosted their campaign.
Featuring the film festival on different screens such as the cinema and festival screens also was an effective method of boosting their audience and getting people to be involved in the isolated cinema experience as their direct target audience are people who enjoy watching films meaning people who attend film festivals or cinema screenings already clearly to some degree fit in with their ideal target audience.
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