Ill Manors: Tag London Campaign

1)      Summarise the Ill Manors Tag London Campaign in 100 words.

The Ill Manors Tag London Campaign enabled the public to voice their opinions on the current climate of the UK and have it projected on to landmarks and buildings in London, for example House of Parliaments. The institution had chosen 300 tweets and projected them at night. This was user generated content, as the tweets were produced on twitter. This method of promotion directly appealed to the target audience as they were given a platform where they were able to give their opinion and not be censored. This made the person tweeting feel included in the campaign.

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

This helps promote the film as synergy to the Ted X lecture and the Music video and these both root from the Film. The Ted X lecture links to the campaign as it is about the different problems with society and the Medias demonization of the young people. The campaign links to the music video and its album as some of the ideas that were present in the music video. For example, David Cameron was being slandered on the video. This all links to the film as the music and film intertwine as a narrative.

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 first link is the NME Magazine where the Plan B is presented as a rebel and is smoking whilst putting his middle finger up at the reader and there being a tagline of “Beware David Cameron, Plan B is coming for YOU…” This links to the campaign as there were many critics of David Cameron that had tweeted about the Government being rubbish. Another link is the Music video of Ill Manors as it presents a representation of all the people who follow Plan B based on his music and/or Film.

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

The user-generated campaign is more likely to be successful as it has a unique selling point. This actually enables the target audience to get involved and in the actual process of promotion indirectly. User-generated campaigns are unique.

5)      Chose 5 of the tweets and for each one write down what the target audience the tweet could appeal to (Demographic/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.

“Sounds like the truth #IllMANORS” This tweet would appeal to people 16-35 year olds, this is because they would comprehend the problems with the government and media today and the demonised portrayal of council housed young people. The psychographic group that this tweet would fit in to is reformers as they are rebellious, socially aware and pride themselves on tolerance. This tweet links to the music video of Ill Manors as the ideology behind this quote is similar to the one of Plan B’s in the music video, where David Cameron is portrayed in a negative light.

“The recession is a world scheme to keep the poor, poor. The rich of this world have never being richer. #ILLMANORS” This tweet would appeal to the 20+ demographic as it would make sense for people that are actually experience the full brunt of the recession would understand the meanings. The psychographic group that this appeals to is the strugglers as they are often seen as victims and losers. This tweet would link to the music video as it also presents a question in the strength and legitimacy of the Government and authority.

“#ILLMANORS Inclusion not Exclusion” This tweet would appeal to a majority of the teenagers between the ages of 16-21, this is because they understand the fact that they have been excluded and stereotyped by the media and society. This tweet belongs to the aspirers’ psychographic group this is because these are acquisitive people that are driven by others’ perceptions of them, so they are driven by the negative views of society. This tweet links to the TEDx lecture as it presents the idea of the youths being demonised and excluded by the society.

“London is calling, the city is crumbling #ILLMANORS” This tweet would appeal to a similar age group to the youths that took part in the London riots, as the city crumbling could represent the riots. The psychographic group that this tweet appeals to the reformer group as it inter-links with struggling in life. This links to the Music video, as in it there were small sections that showed real footage of the riots.

“Plan B’s #ILLMANORS movement is sick, get involved” this would appeal to the younger demographic approximately the ages of 16-20. This is due to the fact that it has a sort of childish feel/essence to it. The psychographic group this would appeal to is the mainstreamers, as they would be doing activities things that the majority would do. This links to the TEDx lecture as in the lecture Plan B talks about change and this tweet turns it into a movement that will bring change.