2. How Effective Is The Combination Of Your Main Product And Ancillary Texts?

In order to anchor the brand and the band identity effectively we had to incorporate synergy through a combination of cross-media platforms to interconnect the website, album cover and music video.

Real Media Texts With Synergistic Marketing Campaigns

Below is a Prezi that I made about synergy throughout the band The xx's marketing campaign.

Band Identity

Firstly, we made sure that each member of the band and also the band as a whole had a recognisable and consistent identity. We referred to Richard Dyer's theory on Star Identity when making band members that our target audience could appeal to.

Below is a word cloud I made of the words which describe Pilgrim's band identity:

Throughout the music video we tried to display the band's characteristics and identity to the viewers:

Playful, likeable and fun characteristic shown off by playing around with props and messing around

Indie style revealed by clothing and the style of the band

Bright colours to connote their fun and lighthearted personality

Nostalgic characteristic through the use of old toys from the 1990's and 2000's

Throughout the website, the same identity was reflected in a number of different ways:

The behind-the-scenes video shows off the funny and likeable side of the band

The relationship between Pilgrim and typically indie institutions like Xfm, Rough Trade and NME relates the band to the indie genre

Lace texture connotes vintage and welcoming characteristics - This is juxtaposed with the social media feed on the home page, connoting their love for retro/vintage things but their connection with modern technology, like Twitter and Instagram, and with the modern world

The individual identities were reinforced in the biographies. Also the whole band identity of playful and nostalgic was represented in their answers, for example "Digital or Vinyl?"

The band identity exhibited on the digipack album cover was reinforced by the same identity reflected in the website:

Synergy Throughout Our Marketing Campaign

Below is a presentation referring to the style choices we made whilst keeping synergy in mind for the marketing campaign:

The Website

The website conventionally acts as a hub for the marketing campaign, which bring the three products together. To encourage the audience visit the website we included plenty of information about the band. Then to ensure that the audience were engaged enough to stay on the website we included interactive opportunites. Additionally, we incorporated many purchasing opportunities for the record company to source revenue from.

Learning Opportunities

We included information about the band that the audience could only access on the website. This meant that if fans want to know more about the band, they have to enter the website.

Note: Manually navigate the mindmaps by clicking, dragging and zooming in on the text and pictures.

Interactivity

We took advantage of technological convergence and tried to integrate interactivity into as many aspects of the website as we could.

Note: Manually navigate the mindmaps by clicking, dragging and zooming in on the text and pictures.

Purchasing Opportunities

We incorporated many purchasing opportunities to ensure that there were multiple places the audience could buy merchandise from the band.

Note: Manually navigate the mindmaps by clicking, dragging and zooming in on the text and pictures.

Reach

To widen the reach of information we repeated photos, information and videos across different media platforms.

For example, we promoted the album not only on the main website, but across their Facebook, Twitter and Instagram page. This was to ensure fans who may not check the website regularly were still kept up-to-date and therefore widening the reach of the band.

Symbiosis

Another way of widening the reach and appeal of the band was through symbiosis. We linked Pilgrim to other companies and institutions that may be of interest to our target audiences (on the website) to widen the reach and appeal of the band. Our target audience groups are primarily indie fans and secondary as UK 16-24 year-olds.