Tag London Campaign

1) The Ill Manors Tag London campaign partnered with the creative agency, Powster, where fans were then prompted to tweet the new account @TagLondon and hashtag #illmanors. Fans were asked to write about their feelings on the current state of Britain. The campaign received over 5,000 responses and 300 tweets were selected. The chosen messages were projected in areas of iconic London sites. This was the absolute peak of the #illmanors hashtag as it received over 1.3k tweets that day, compared to the average daily 220 tweets per day. In order to promote, Atlantic Records partnered with a live stream production company, LoveLive. This allowed them to produce a live stream for the campaign and the stream of the launch party was put onto YouTube.

2) The campaign helps to promote the film as it spread the hashtag and branding of Ill Manors. This helped to create further awareness for the film and the narrative of the film as it represents people who suffer and do not have a say. However, this campaign gave people in Britain the chance to speak out as their messages were heard and broadcasted.

3) The Tag London campaign was promoted virally, with the help of YouTube. Other opportunities for fans such as 'a chance to win' an Ill Manors DVD for example, have also been promoted on the internet on social networking sites such as Twitter and Facebook.

4) This campaign is successful because it allows interaction for Ill Manors fans. Other media campaigns could involve protests, however these are usually in one specific area and the Ill Manors video has been streamed on many online links. Therefore, by gaining more views and awareness the campaign has been successful in achieving their initial goal, to get voices of Britain heard.

5) '#ILLMANORS #IGNORINGTHEPROBLEM DOES NOT SOLVE IT? #INSPIREKIDS DON'T PUT THEM DOWN? #SOCIALCHANGECOMESTHROUGHACTION NOT INACTION? @4PLANB'

This tweet could appeal to a C1/C2 demographic audience who are in their middle ages as it is directing this generation to support and encourage young people, rather than doing the opposite. It appeals to mainstreamers, using psychographics as the tweet is targeting a wide mass audience, as kids feel ignored on a wide scale. This tweet links to Plan B's TedX lecture as he speaks about inspiration as one of his main topics and that children who are more deprived than others are in need, and parents/teachers/society should do something to help young people rather than ignoring them. In the film Ill Manors, young people are represented in this way.

'#ILLMANORS JUST ANOTHER EXAMPLE OF CAMERON'S BROKEN BRITIAN'

This tweet is appeals to a D/E demographic audience and the strugglers group from the psychographics theory. This is because these groups are likely to feel negativity towards the parties in control Britain as they do not help the poor. This links to the Ill Manors music video. David Cameron is presented in a negative manor in the video, showing the reality of people being against him. In the Ill Manors film, characters are shown to disrespect authority such as the police, by the way they communicate with them. Therefore it relates to the lack of respect authority are gaining from certain young groups of people.

'#ILLMANORS INCLUSION NOT EXCLUSION'

This tweet appeals to a A-E demographic audience and mainstreamers, using psychographics. This is because exclusion can be a feeling everyone feels, therefore targeting everyone and anyone. This can link to Plan B's Jonathan Ross Interview as he speaks about the exclusion people (especially young people) and uses examples from characters in the film.

#'ILLMANORS YOU CAN'T EAT MONEY... BUT YOU CAN EAT THE RICH'

This tweets appeals to a D/E demographic audience and strugglers using psychographics. This is because it targets the rich and sheds them in a negative light, going against them. This relates to Plan B's Ill Manors music video as it is very against the rich, e.g. David Cameron. This is made obvious in the video, and again in the film disrespect is shown to authorities such as the police.

'ON PRINCIPLE, WHAT'S THE DIFFERENCE BETWEEN A TEENAGER LOOTING TRAINERS AND A POLITICIAN STEALING THOUSANDS IN EXPENSES? #ILLMANORS'

This targets a A-E demographic and mainstream psychographics audience. This is because it appeals to a wide audience and tries to get a message across to everyone, those who look at young looters negatively and those who look at politicians stealing negatively. This relates to Plan B's TedX lecture as he speaks about the state of young people in Britain and reputations. His Ill Manors music video was based on the London Riots and looting is what took place during this event.