Synergistic Marketing Campaigns

Hard Out Here campaign (Lily Allen)

 

The mustard yellow colour scheme is very prominent throughout the campaign, featuring as the background of the images on the album cover and website, as well as the colour of the set in the actual music video. Furthermore, Lily's outfit is the same in the still photography as it is in the music video, which, as it is already quite unique, makes it instantly recognisable. However, we would preferably like to use different images on the album cover and website, unlike this particular campaign. The photos would be similar in colour and style, but serve different purposes. As we can see on the screenshot of the website homepage, there is an immediate purchasing opportunity available, whereby the visitor can buy the Hard Out Here single.

 

In Your Hands campaign (Eliza Doolittle)
- Eliza Doolittle's website simultaneously promotes both the album (In Your Hands) and one of the principal singles (Let It Rain), primarily through the imagery used. Once again, the image used on the album art becomes the focal point of the website, accentuated further through the use of purchasing opportunities (buying the album) and the chance to interact with others who are talking about the single/ album through Twitter and other social networks.
Upon entering the site, the focus is moved to the latest single - a still photo taken during the Let It Rain music video shoot becomes the background, as well as many promotional photographs of Eliza herself.

 

 

 

 

How we will create a synergistic marketing campaign

- We should strongly consider using the same, or similar, imagery as is used in other elements of the campaign. The imagery should be accompanied by links to social media and purchasing opportunities on the website in particular, in order to heighten the user experience.

- The logo, or the font used, should be consistent throughout the music video, the album cover and the website.

- The colour scheme chosen should be fairly unique in the sense that it can be instantly recognised by association with other parts of the campaign

- The props and costumes that appear in the music video could become a very strong part of the album art and website and that they become instantly recognisable and the consumer is able to establish a link between different parts of the campaign.