Unit 6: Media campaigns- Media Campaigns
Media campaigns purpose is often used to reach a wide audience to sell a product, idea or to change somebody's opinion, they do this by using a range of communication channels this is with the goal of reaching the most people. They will vary their communication channels depending on their target audience, for example they might use Twitter or Facebook to reach a younger audience but they might use BBC channels on TV to reach an older audience or a mix of both. They do this by having specific channels of communication each aimed at each specific demographic.
Each individual Media campaign has it's ways to draw the consumer/viewer in. For example Wendy's in America (A fast food restaurant) did an online contest to win money by tweeting pictures of sandwiches, the picture of the sandwich is used in order for viewers to see it and want it however, the clever part of this is that the audience is doing the advertising for them, This gives their fast food place good publicity and friends of people taking part can then take part and maybe even be influenced to go to Wendy's. They even used a hash tag in order to get noticed more because a simple advert won't get as many views than it would if it had a hash tag with it. The attention they received on their twitter page introduced many new people to their brand and since they have their website linked on twitter, their campaign had a major positive effect on their business, this is a good example of cohesion. https://www.wendys.com/ They even include links to their other social media pages in order to allow more people to become aware about their business and any deals/new items they have. 
The main features for every media campaign is that they are recognisable( due to cohesive messages ) They are also often memorable and profitable, memorable campaigns have the most impact on people if they make people want to help out, when people think of Memorable and profitable campaigns they could think of the ALS ice bucket challenge which was a popular media campaign that raised over $100 million to help people who suffer with Amyotrophic lateral sclerosis.
This global media campaign took the internet by storm in 2014 and although there was no target audience, millions of people whether they were children, teenagers, Adults or even celebrity's recorded videos of themselves pouring bucket of ice water on to themselves and posted them on Facebook, Twitter, YouTube, Instagram and the list goes on.
This shows that media campaigns done correctly can and will gain attention from the audience and become successful especially if celebrity's get involved as this will influence a whole fan base of people to take part.
Video link to celebrity's taking part in the Ice bucket challenge- https://www.youtube.com/watch?v=qgqsgXSJ7g8
This compilation video earned over 60 thousand likes which would allow it to reach more people recommended sections.
This compilation video earned over 60 thousand likes which would allow it to reach more people recommended sections.
This Spreads awareness throughout social media and allows people on other websites to post videos also.
The ALS Ice Bucket challenge has set a new high for media campaigns today, for example ALS knew how to reach teenagers by being "hip with the times" as teenagers tend to share videos that either make them laugh or they want someone else to do.
http://www.alsa.org/fight-als/ice-bucket-challenge-spending.html
: Link to ice bucket challenge progress and donations.
The ALS website and donation links are plastered throughout every ALS ice bucket challenge video in order to raise as much money as possible and on their website they have links to their Other social media accounts including Twitter and Facebook in order to reach a wider audience and advertise organised charity events (http://www.alsa.org/fight-als/ ) in the fight against Amyotrophic lateral sclerosis!
The cohesion of the media campaign revolves around the social media accounts as they link their website on the Facebook and twitter. However Facebook doesn't link to twitter and vise versa, despite there not being clear paths to each of their websites, each website has a similar colour scheme and layout and they post the same thing across all platforms so that nobody misses anything. the media campaign was a major success and even if people didn't donate to the cause, it became a huge trend on YouTube and reached millions worldwide, The ALS social media pages are used to share stories of people who are fighting against Amyotrophic lateral sclerosis and advertise charity events for the cause, the ALS is now well known worldwide and continue to help victims every single day, the Ice bucket challenge only increased their popularity and introduced awareness to more people. . 
This sparked the "You can still dunk in the dark" Oreo campaign which also showed a picture of an Oreo in an empty and dark room.
They won fans over during the infamous blackout of Super Bowl XLVII, this also won the Super bowl marketing in 2013.
The campaign soon became the catalyst for real time advertising because they posted the campaign soon after the black out occurred, they did this by having 15 different teams ready to post anything that happened during the Superbowl. Due to the popularity of the SuperBowl, it didn't take long before thousands of people began to notice the posts and shared them to other social media websites.
I think this proves that well thought out cohesive campaigns that links many communication channels together have a bigger impact as they reach a larger audience.
I think this proves that well thought out cohesive campaigns that links many communication channels together have a bigger impact as they reach a larger audience.
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