Ill Manors e-media

Tag London Campaign

1) Summary of the Tag London Campaign:

The Ill Manors Tag Line Campaign was a campaign which involved everyone who believed that they were being exploited by the government or approved Ben Drew (Plan B's perception of the government). The audience who often got more involved would be the youth as this campaign is targeted towards them. There was a short video (approximately two minutes long) trying to get consumers and fans of the film (as well as Plan B) to help spread awareness of the campaign by spreading the #IllManors hash-tag. They would then project these tweets on famous landmarks all around London and re-tweet them back on social media.

2) How does the campaign help to promote the film:

The campaign is trying to give the youth a voice by placing their words (sent through social media) and projecting it all over London for the whole nation to see. This allows the youth and those who participated in the campaign to watch the film as they trust Ben Drew as his approach to the matter is for the youth to come first. This allows the youth to support Ben Drew's actions and would likely watch the film as it is a film about their life style. In addition, Ben Drew cares for the youth and the campaign is used to make the youth understand his and support him.

The use of the hash-tag being titled after the name of the film is a promotion in itself. People who hash tagged this for the campaign obviously needed to know what Ill Manors was and what it was about. Those who didn't watch the film but saw this YouTube clip (London Campaign) and agreed with its ideological perspective would go ahead and watch the film as it is now of their interest. Therefore, both the YouTube clip as well the hash tag campaign idea were both used to promote the film to those who agreed with its content but wanted to learn more about the event and why it was happening.

Furthermore, the campaign is also seen as a way to raise awareness to those who haven't seen the movie and may be of interest about its content and what it is about. For example, in the YouTube London Campaign clip showed people in public watching the projection being created on the Big Ben. This acts as a way to grab peoples attention and make them notice it. This is more effective than an advert as people can decide to move away from it, however this form of promotion acts as a way to force the public to watch what is going on and take in the words that is being said by the youth. This is making society see information that they didn't even want to see but is being done is such a way that they are taking in the information being projected.

3) Synergy between Tag London and other texts:

There is a synergy link between the Tag London and with the Ill Manors film itself. This is because in the clip (show above) shows a young teenager (hooded) putting graffiti in on the wall. This correlates with the movie as the movie is based entirely around the youth and so is the character from the Tag London (the graffiti artist). Moreover, the Tag London event corresponds with Ben Drew's intention of making the film Ill Manors. His intentions were to give the youth a voice and express their reasons for the was they act in society. This is expressed in both the Tag London event as well as the film as they both express the same thing and attitudes. This can also be linked with the TedX lecture as he does state his intentions for making the film and his feelings towards the youth.

In addition, there is synergy between the music text as well as the tag London event. This is because the promotion video for the Tag London event features the song "Ill Manors by Ben Drew" as its background music while the video plays on top. This is a form of synergy as both the video as well as the song are cross promoting each other. The event video will be promoting the song as people who are interested will want to know the name of the song. This is a form of cross promotion as both media forms are present while one is promoting the other.

Finally, the final form of synergy seen from the Tag London event is the Tag London website. On the Tag London website it features many texts which are associated with Ill Manors in many shape and form. The website has an image of all the targeted location where the graffiti projections will appear. Although this film is made in Britain, this event can create a tourist attraction for people abroad as they may be interested in such events. This is because, most of the graffiti projections will appear on famous landmarks and can act as a way for people to view these in London.

4) User Generated Campaigns

One reason  whu use generated campaigns such as The Tag London campaign is because it is seen to be more sigmificant in the way they (the capaigner) approach the the matter. For example, in this clip it is seen that this campaign will be spread across London and will be projected on to famous landmarks of London. The importance of using this approach hieghtens the significance of the camplaign as consumers will understand its differentiation for the adverts and campaigns which are tiditionally done through other forms of media.

In addition, this form of user generated content actually allows the consumers words to come across as effective as possible. Other campaigns which are doesn't through other forms of the media doesn't actually deliver the importance of the supporters. It is like, "if you donate, you have contributed to a noble cause" and this is it. The person donating doesn't feel that important and remain anonymous. There is no interaction between the campaigner and the consumer/helper. Therefore, it is this form of user generated content that works best. This mainly is because it interacts with the consumer who support the cause as they feel importance and a way to get their message/words across to a larger audience rather than being anonymous like other forms of media.

5) Examples of Tweets

1) "Congratulations to everyone involved in @iLLManors It has been honoured with three nominations at the British Independent Film Awards"
2) "@iLLManors is the best film ever @4PlanB"
3) "Ben to win!!!! RT @iLLManors: It's the Mercury Prize Awards tonight and Plan B's ILL MANORS is up"
4) "iLL Manors is one of the best films I've watched this year. Watch it."
5) "Just watched @iLLManors, was amazin! Kudos @4PlanB #masterpiece #BenDrew #PlanB"