There had been a few key points I noticed within the case study of '4.3.2.1'. One had been that 'they identified that their primary audience was 15-24 year old urban females, with a secondary audience of 15-24 year old males.'
'There was a lot of time spent online using social networking sites, such as Facebook and Twitter. Noel Clarke already had a significant online fan base that he interacted with on a daily basis, through his twitter and website. The strategy for all the social networking sites would be they would work together to get an online buzz in the months and weeks before the release, therefore creating an online platform across various sites from which the
central promotional application could be launched.'
'The concept for the promotional application was a Facebook app in
which users would be asked questions of the form: “Which of your
friends would be most likely to...,” with situations relating to the plot
of the film. After answering, the app would create a photo album of a
series of frames of footage, in which the profile picture of the selected
friend would magically appear.
The app was advanced in terms of what could be achieved through
Facebook at the time.'
'The application was developed to appeal to a young, female
urban audience and concentrated on publishing '4.3.2.1.' It was developed on the Facebook platform
and was publicized by the official '4.3.2.1.' social networking sites
and website.
The Works initially looked at launching the application three weeks
before the film was released, to gain awareness of the film. However, they encountered a number of problems
that delayed the launch. Firstly, there was a delay in contracting Sony
Music Creative.
Due to this delay in contracting, and further delays in receiving approvals
and getting access to key materials, Sony were not able to deliver the
project in the way initially planned, furthermore resulting in Sony ended up
using a digital production company to oversee the entire project. In the end the application
was launched a little over a week before the theatrical release and it is
likely that this had an impact on the quality of the final application.'
'There hadn't been enough awareness created leading to 99.65% coming from Facebook, suggesting the official website and Twitter pages did not contribute
any significant amount to the application.'
Even though getting the audience to be aware of the release of the film failed, they did identify their audience. For Sophie and I's music video we can identify our audience's then promote it so they be come aware of it.
Below is the link to the case study by the BFI of '4.3.2.1':
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