Unit 20 - M2 - Justifying the chosen components

Why I used the following to promote my new BBC Three drama "Promised Land"

Social media

   Social media plays a huge role in advertising and promoting a new product in the 21st century because of how many people across the world are on some form of social media platform. This way, the promotion will reach a mass amount of people, and it's likely to be the method that I'm using that will reach the most amount of people. In addition to this, the age demographic that use social media the most are people between their young teen years (13/14 years old) and people in their early 30's. This covers a wide range of my target audience which should help with getting their attention and convincing them to watch my show. I will set up accounts on various social media platforms to help with advertising before, during and even after the show airs and will put up content like the behind the scenes videos, bloopers, teasers and trailers, character profiles, interviews with cast and crew and more. This is to create a bond between the characters/actors and the audience, which will hopefully make the characters a little more relatable with the audience and helps build some sympathy and a greater awareness for the issues raised throughout the show. This is because in today's society a lot viewers want to know what and who they're actually investing their time to and in addition to this, it will hopefully keep the viewer interested in the show between episodes and make the show a talking point in social groups.

Teasers 1 & 2

   The two teasers will serve very similar but differing purposes. The first teaser will be released to create some traction for the show on social media, TV, online and YouTube. This should hopefully get people talking about the show as well as making them want to see more promotional content since it'll be a 10 to 15 second teaser video. If the first teaser is successful, this should create enough anticipation for the second teaser that it is more viewed and popular than the first. The second teaser will contain more footage from the show and some strong and powerful dialogue from scenes in the season will be heard in the background and the teaser will end with the trailer release date on screen followed by the slogan for the show. This is intended to create more anticipation for the show on social media as people would've spread the word about the show through word of mouth and my target audience is likely to start sharing it on other social media platforms which will help with promoting the show to a wider audience. It's going to be on social media, BBC iPlayer, BBC channels and YouTube because these are the areas that my target audience are likely to be on and see the content.

Radio advert

   This will be the third form of promotion I'll release to the public and is aimed at the older members of my target audience (25+ years old) and drivers as the younger demographic of the target audience don't often listen to the radio, and an even fewer amount listen to some of the radio stations the adverts will primarily be played on. This will be a short 20-30 second audio trailer with similar content as the teaser but will also include a voiceover to inform the listener the name of the show, where they can watch it and when it'll be available to watch. This will be primarily played on BBC radio stations and especially the ones that talk a lot about politics and public relations because the show will be most appealing to people that are interested in these topics, especially with the shows heavy reliance on similar issues.

Billboards and posters

   As I've got a broad target audience, but focusing on people in the social grades between C1 and E, I will be aiming to put most of the posters and billboards in and around city and town centres as the vast majority of the people in these social grades live in towns and cities and not in villages or rural areas, and in addition to this the people that live in cities and towns are likely to be the people that are most impacted by the issues raised in the show. The billboards will be strategically placed so that drivers and people can see them and read them easily and clearly on the roadside, and the posters will be put on bus stops and on the side of busses to allow the maximum amount of people to see it.

Trailer

   The trailer is a great way for the potential audience to see what the shows tone will be like. It is primarily aimed to reach people between the ages of 14 and 35 in my target audience, however it can reach and appeal to people older than this. The trailer will be released on all the same platforms as the teasers were (TV, online, YouTube and social media), and there will likely be a lot of people in our target audience that'll share the trailer to others as it's generally the trend from young teenagers, if this does happen, they'll be benefiting the promotional campaign a lot.

Newspaper and magazine articles and appearances

   This will be the first appearance of the show in newspapers or magazines. The articles will be in major newspapers - to attract a mass audience - as well as topic specific magazines like "The Spectator", "New Humanist" and "Private Eye" to attract people that are interested in politics and current affairs. This will bring in more viewers for when the show starts and because of the amount of people that do still read print -  which is generally the older demographic of the country. The articles will also be posted on the magazine's websites and the BBC iPlayer to ensure that the younger readers aren't isolated and singled out.

Radio interviews

   Occurring both before and after the next newspaper and magazine appearances, the interviews are there to bridge the gap between the audience and the actors. This should be appealing to a lot of people part of the target audience as the majority of them would likely like to know what it was like when filming and any other details about the show that they may not get to find out from just watching the show.