The document provides details about a marketing campaign for a fictional film called "Concert Crime". It includes: - A synopsis of the film's plot about a famous rapper who is kidnapped after a concert. - Details of the target audience and research conducted through surveys to inform the campaign. - Products created for the campaign including social media pages, a poster, and a radio ad. - A schedule and descriptions of creating the social media pages, poster design in Photoshop, and recording a radio ad.

1. UNIT 6: MEDIA CAMPAIGNS
LEARNING AIM B&C

2. Concert Crime
Film Synopsis
Lil Hacky, the world-famous rapper is walking home from his concert in Newcastle late at night with his headphones in listening to loud music
when two gang members begin to follow him. They follow him for a little while until they finally catch up and push Lil Hacky onto the ground
where he is knocked unconscious. He wakes up in a dark room tied to a chair and notices he has been drugged by the gang members, he is
dizzy and his sight is blurry and sound is muffled. He can hear the two gang members talking but as his vision clears up they leave the room.
In panic, he attempts to break free from the chair with force. When that fails, he notices a loose screw on the chair which he uses to remove
the rope tied to his hands. As he unties the rope around his legs, the gang members return to the room. This leads to Lil Hacky fighting for his
freedom and he comes out on top by using his surroundings to his advantage.
Target Audience
My target audience are males aged 15 or over because my project is about gangsters and violence. My unique selling point that helps my
project stand out is that the person who is kidnapped is well respected and famous making the audience wonder why he was kidnapped in
the first place.
Genre
The genre of my film is action because it involves a fight scene.
Age Rating
12
Release Date
I think a good time to release my film is near the beginning of Summer when everyone is out of school and have a lot of free time. There isn’t
a specific date that would necessarily suit the genre of my film so I think a good time would be the end of July or beginning of August.

3. How are films normally marketed?
I found some examples of film marketing campaigns to give me ideas of how films are normally marketed.
Spiderman Homecoming
Three trailers were made for Spiderman Homecoming and with each trailer 3 posters were released. The trailers were very
successful in promoting Homecoming. They each included the release date of the film and hashtags including
#SpidermanHomecoming and #SpidermanMovie. This got a lot of people talking about it on social media and searching for what
other people have said about the trailers. The posters included large names such as Robert Downey Jr. and Tom Holland which
also helped Homecoming gain a large attraction. There was a red carpet event for the premiere of Homecoming where the cast
did meet and greets with the fans. Finally, the Twitter page for the Spiderman movies had over 500 thousand followers when
Homecoming was released showing it gained a lot of attraction.

4. Purpose of a marketing campaign
The purpose of a marketing campaign is to attract an audience to a film before it is released. This is used by releasing things such
as trailers, social media pages, interviews and posters for people to view. They will include important information about the film
such as the release date, producers and actors so people will know when they can see it in cinemas and it can attract a larger
audience if they know actors are in the film that they like.
Target audience for action films
Action films have a large audience from people of all genders aged 13 and older of all social grades. The target audience will
expect to see fighting scenes with fast-paced music and editing, and some well-known actors.

5. Primary Research
Survey
I did a survey targeted at my audience to decide what I should do for my
marketing campaign and gave out 10 of them to people of my target
audience.
First, I asked the people who took my survey what their age and gender
was. 40% of them were 16 and the other 60% were 17. Also, 70% were
males and 30% females. This is my primary audience so therefore I know
that the following questions should have accurate results for my marketing
campaign.
Question 1
I asked them how they usually hear about films, to which most of them
(50%) said social media. The only other 2 answers I got were trailers (30%)
and posters (20%). Therefore, I will set up social media accounts for the
film, make a trailer and a couple posters for it too.
Question 2
I asked what kind of films my target audience usually decide to see. Half of
them said action films which is good. 20% said horror, 20% said comedy
and 10% said fantasy. Therefore, action was the superior choice.

6. Question 3
I asked if my target audience have ever been convinced to see a film they originally didn’t want to see, and how? 50% of them
said friends convinced them to go see the film whereas 40% of them said they hadn’t been convinced to see a film they didn’t
want to see originally. As well as that, 10% said that reviews for the film had made them want to see it after it had been
released.
Question 4
At this point I was starting to talk more about my film, so I started by asking if they liked action films to which 80% of them said
yes and 20% said it depends. However, out of that 20% nobody specified what it depended on.
Question 5
I then asked what they would like to see in a marketing campaign for an action film. Similarly to question 1, the answers people
gave were trailers, social media and posters. 60% of people said they would like to see a trailer for my film and 20% said social
media pages and finally the last 20% said posters. Comparing these results to question 1’s results, I have decided that I will
promote the trailer and posters on the social media pages.
Question 6
After reading over my survey, I realised that question 6 was basically the same as question 1 and got all the same answers.
Therefore I decided not to use it.
Question 7
I asked how long they spent on their phone per day. 40% of people said 7-10 hours, 30% said 4-6 and 20% of people said 4 or
less. This gave me a good idea of how long people spend on social media. Since most people spend a lot of time on their phones
per day, they will likely come across my film at some point when browsing social media.

7. Question 8
I asked my target audience if they used YouTube and how long for each day. Only 10% said they don’t use YouTube, but 60% said
they use it for 1-2 hours a day. 20% said 3-4 hours a day and 10% said 5-6 hours. This shows that people enjoy watching YouTube
a lot and posting a trailer on there would be beneficial, and people would watch the trailer if I linked it on social media.
Question 9
Finally, I asked if they read newspapers or magazines and if so, which ones. 90% said no and 10% said yes, but didn’t specify
which. Therefore, I decided newspapers and magazines weren’t a good place to advertise my film as 90% of my target audience
don’t read them.
Conclusion
In conclusion, I have decided to make some social media pages, a trailer and posters

8. Secondary Research
The Spiderman Homecoming marketing campaign was very successful. They used a consistent theme with the colour scheme,
fonts and pictures to advertise their film. For example, these are the posters compared to the trailers:
As you can see, they use the same colours and fonts.
The posters and trailers both include important
information such as the release dates, producers and
pictures and scenes (in the trailers) of Spiderman in
New York city with the Marvel building in display. The
scenery of the posters also relate as in both posters it
is bright and sunny. I will make posters for my film
following a certain theme with colours and fonts. I
would make a trailer too to showcase the action
parts of my film, but due to lockdown I am unable to
do that.
Spiderman Homecoming also had a Twitter page for marketing
which had over 500 thousand followers. It was used to post
teasers and interviews with actors in the film to get people
excited about it. This gave me the idea of making a social media
page for the film, as well as a fake Lil Hacky page to post things
on as if he’s a real person. I decided to use Twitter for this as
Twitter can be given a more real time response from the
audience since posts are chronological, unlike Instagram.

9. Product Ideas
My 3 products that I will create as my marketing campaign are a poster because posters can be seen easily online and in
person and can attract people quickly without them having to take much time out of their day to look at it. For example,
someone could be driving and see the poster on the side of a bus stop, and the name of the film will be in big letters with a
memorable font and colour scheme so that they will remember the film. As well as a poster, I have decided to create social
media pages on Twitter. I will make one with the username @ConcertCrime and will be used to advertise and grown an
audience for my film. I’ll make another Twitter account called Lil Hacky to act as if Lil Hacky (the main character in my film) is
an actual person. A few weeks into my campaign, I’ll tweet something like “Has anyone seen Lil Hacky recently?” to grow
suspicion among the audience and give a hint as to what the film will be about. For my 3rd product, I would have made a
trailer but due to lockdown I am unable to do that. Therefore, I’ve decided on my next best option of a radio advert. This will
be effective because people will be able to hear about my film and I can structure it to create suspense and make people want
to see the film.
I want to keep a colour scheme of red and black as I think it suits the action genre.
I will use the Blacklisted font for the title since I have used it in the past for
Lil Hacky and I think it suits the character and the action genre well.
Here are some examples of
what the text will look like
with this font:

10. Schedule
I want to start my marketing campaign with the social media pages so I can start posting things relating to Lil Hacky. Next, I will
do my poster which I will post on my social media page once hype starts to die down for the film. This will build up hype for
the film as a release date will finally be confirmed. Finally, I’ll release the radio advert which will reveal the plot of the film.
Planning
The only things I’ll need to create my campaign are pictures and Photoshop. I can create the social media pages and radio
advert without any needed equipment, but I’ll need Photoshop to create my poster, as well as pictures of Matthew which I
have already taken.

11. 1. The first thing I did was create
social media pages. I wanted to
make 1 for the Concert Crime
film and 1 for the fictional
character Lil Hacky. I decided to
use Twitter for this as I feel
Twitter is a better way to reach
a larger audience since people
can retweet and like tweets to
make them appear on their
followers’ timelines. I created
my first account
@ConcertCrime and set the bio
to “Will Lil Hacky make it out
alive?” to tease the audience
about the film.
2. I used part of my poster for a profile picture and I made a new
banner with text saying Concert Crime and the release date.
3. I then created the Lil Hacky
twitter account. @LilHacky was
taken so I used @LilHackyy. The
point of this account is that it’s
personal to him and looks like a
real person, so the fact that I
couldn’t get the perfect @ was
fine. I set the profile picture to
something funny/careless and
made him look like a real
rapper.
4. I tweeted some stuff out on
that account as if he was a real
person, making it look like he
was performing a concert, but
stopped after. I then tweeted
out on the @ConcertCrime
account asking if anyone had
seen Lil Hacky to create
suspense

12. 1. I started by looking through
all the photos I took of Matthew
that were saved to my SD card
and decided on this one.
2. Next, I cropped out the
background from the picture
with the quick selection tool.
3. I found a free-to-use picture
of an alleyway to use as the
scenery of the poster, to make it
look eerie and suspicious, and I
put both this and the picture of
Matthew onto a new A4 canvas.
4. I began to play around with
what it should look like, and I
ended up adding a black bar
using the rectangle tool beneath
the picture as a place to put the
title, some text and a billing
board.

13. 5. I also added a drop shadow
and inner shadow to the picture
of Matthew.
6. I added the title of the film
using the Blacklisted font and
added an inner shadow to make
it look nice.
7. Below the title, I added text saying “Where is
Lil Hacky?” to create suspense about the film
and used the Blacklisted font again.
8. At the top of the poster,
I added some text showing
the release date of the film.
The release date is in a
bigger font than “Coming
to cinemas” because it
needs to stand out more.
9. Finally, I found a billing
board online and added it
to my poster at the
bottom.
This was my final result.

15. 1. For my radio advert I experimented with different scripts for
me to read for the advert. This was my first draft.
However, I didn’t like this because “He has been kidnapped by a
dangerous group of gang members.” didn’t feel like it fit in well
when I tried reading it out loud, so I edited it a bit and came up
with this.
2. With the script done, I then found music online to use in the
background of the advert. I looked through a royalty free music
website called Artlist and found a cinematic song called Planet
Legacy by Roman P.
3. Next, I recorded my voice using an application called Audacity
and read the script into it. I split the script into 3 parts and
recorded each part a few times so I could take the best
recordings and piece them together.
4. When piecing the audio clips together with the music, I tried my
best to sync it with the music as best as I could, and I added a fade
out transition to the music at the end. This was my final result.

16. YouTube link to the radio ad:
https://www.youtube.com/watch?v=o_uw1mf6JLU