The document discusses different e-media marketing strategies that can be used to promote a TV crime drama, including: 1. Websites - with conventions like logos, episode guides and character biographies. 2. Hashtags - like #mytvcrimedrama to generate buzz on social media. 3. Smartphone apps - providing content, videos and engagement through features like photo booths and episode reminders. 4. QR codes - linked from traditional advertising to the show's website. 5. Augmented reality - using apps to trigger extra content through devices' cameras. 6. Video games - allowing audiences to play within the show's world, on devices like

1. TV Crime Drama E-Media Marketing
Webpage is an essential form of e-
media marketing
You could be asked to design a
webpage for your TV Crime Drama so you
must know the typical conventions of a
webpage and how they appeal to your target
audience
Aims:
To demystify the term e-media
To understand the appeal of e-media
Toapply e-media marketing strategies to your TV Crime Drama

2. E-Media Marketing Strategies
1. Website
2. Hashtagging
3. Smart Phone App Try to define each E-
Media term
4. QR Code
5. Augmented Reality
6. Video Game

3. Today’s lesson…
• Stage 1 – Design your TV show homepage
- Use common webpage conventions
• Stage 2 (and homework) – Plan your e-media
marketing campaign
– Use grid to plan your campaign and explain how
each element appeals to your audience

4. E-MEDIA Terminology
often the first page you arrive to
when you ‘google’ or search something on the
web
a webpage journal often created by an
individual or group of people that is themed
around a certain topic e.g.

5. E-Media Marketing Strategies
1. Website
Label your homepage with the correct conventions

6. Network logo TV show
heading / Hyperlinks to Hyperlinks clips Hyperlinks Hyperlinks
heading /
hyperlink episodes from the show character biogs information
hyperlink
‘about’ the
Hyperlink to show
homepage
Search box
Copy brief
synopsis of the
show
Hyperlink to
catch up
Copy scheduling
information for
next episode
Key Image of
two main
characters
Scroll
Webpage skin
of character and down
setting The audiences’ eye naturally reads from top left
to bottom right, so the most ‘important’
institutional information and hyperlinks are
often in the top left hand corner

7. How many conventions so far?
these can be either words or images that when clicked
upon will take you to another page
- used throughout some WebPages to split the content
into manageable sections. There may also be subheadings, which
can further direct the user to a particular piece of information
the main body of the text, often presented in boxes
used on many websites. You may hear a sound as the
cursor rolls over some part of a website
usually a box
used in almost every website-sometimes used as a link to
another part of the website
image that sits ‘behind’ the main body of the webpage
video that is viewed on the webpage

8. As we scroll down the webpage becomes less
‘compact’ with information and is divided into
two columns

9. Hyperlink Hyperlink to TV
online articles BLOGGERS
about the show reviews
Header
Hyperlink to
previous
episode
Header
Hyperlink to Header
character’s blog
Hyperlink to Header Hyperlink to
actor’s blog DVD / Blue-ray
(funded by the retailer of the
institution) show
Header
Hyperlink to
forum
Scroll
Hyperlinks lead to various marketing strategies down
used by the show to create publicity and
generate sales of merchandise

10. As we get to the bottom of the page there is
The information is much more focused on the
less ‘important’ information and the layout
institution rather than the show
becomes far less dense
Hyperlink to
other TV Crime Header
Drama shows Header Hyperlink to
owned by the homepage of
institution other BBC
shows
Hyperlink to
browse other
BBC shows
within the same
genre
Institution logo
heading /
hyperlink
1. What other conventions of a homepage do you think are missing?
2. What would you include that the Sherlock website has not?
3. Who is Sherlock’s target audience?
4. Do you think this has an impact on what conventions they use on their homepage?

11. Other E-Media Marketing Strategies
2. Hashtagging: #mytvcrimedrama – this
appears that beginning of each episode.
– This makes it a keyword on Twitter and therefore
starts it trending on the social media site
An example from US TV
Crime Drama Bones

12. E-Media Marketing Strategies
3. Smart phone App
Dexter iPhone App Key Features:
-Latest clips and videos from Dexter
-Dexter Photo Booth
-GroupMechats
-Schedule information for Dexter
-Episode guide
-Episode reminders
-Updates on Dexter
-Twitter
-Facebook
-Wallpapers
-Dexter episodes, soundtracks and podcasts from iTunes

13. E-Media Marketing Strategies
4. QR Code on traditional media that links to
your website via a smart phone

14. E-Media Marketing Strategies
4. QR Code could be on a billboard, mag ad, tv
commercial, t-shirt, coffee mug…
An example from Fringe which linked audience
from their season 3 poster to the special
smartphone site

15. E-Media Marketing Strategies
5. Augmented Reality – with a smart device (iPhone,
iPad, Android phone, basically anything that is mobile
has a camera and connects to the internet)
The user downloads an app holds it to an image (could
be in street, magazine anywhere) and video begins to
play on the device…
Here’s an example from VW, how could you
incorporate it into your marketing campaign?
AR could trigger a
special animated
episode of the
series…
Click…

16. E-Media Marketing Strategies
6. Video Game – uses characters, setting,
themes, mise-en-scene from the TV show
and allows the audience to play the hero on a
gaming device (Xbox, Smart phone, PC)
Click…

17. Your E-Media Marketing Campaign
• Stage 1 – Design your TV show homepage
- Use common webpage conventions
• Stage 2 (and homework) – Plan your e-media
marketing campaign
– Use grid to plan your campaign and explain how
each element appeals to your audience

18. Homepage
• Your institution is
• Use synergy with on your homepage
• Hyperlink to , and
these can be either words or images that when clicked
upon will take you to another page
- used throughout some WebPages to split the content
into manageable sections. There may also be subheadings, which
can further direct the user to a particular piece of information
the main body of the text, often presented in boxes
used on many websites. You may hear a sound as the
cursor rolls over some part of a website
usually a box
used in almost every website-sometimes used as a link to
another part of the website
image that sits ‘behind’ the main body of the webpage
video that is viewed on the webpage

19. E-Media marketing Campaign
E-MEDIA STRATEGY DETAILS OF HOW STARTEGY HOW DOES THIS APPEAL TO
WILL BE USED FOR MY FAMILY AUDIENCE?
SHOW (Parents or teen? Why?)
Hashtag
Smartphone App
QR Code
Augmented Reality
Video Game

20. How many E-Media Marketing
Strategies do you now understand?
1. Website
2. Hashtagging
3. Smart Phone App
4. QR Code
5. Augmented Reality
6. Video Game
Have we…demystified the term e-media?
Do we…understand the appeal of e-media?
Can we…apply e-media marketing strategies to your TV Crime
Drama?