One Republic
I have chosen one republic for this case study because of a couple of reasons they are that they have recently released new music which has become iconic in a film Top Gun Maverick. they also have a large social media presence and therefore they are easier to study because of their various different examples of their advertising and marketing that have been successful.
They have several different social media platform these are:
Youtube
Snapchat
Instagram:
The band has a large presence on the app with 2.4 million followers of the app. They mostly use the app to promote their new music and their current tour which they are on the also use the app to communicate about more personal events like birthdays and special giveaways.
The release for this case study is their new song I Aint Worried the song itself has become popular through both their own social media and the promotional material for the movie top gun maverick. This means that they have now got a massive media conglomerate to help them distribute and promote their new material. not only does this open the targett audeince wider but it also allow them to be able to show more people their music and gain more fans as a direct result of this. They have both done this through official posts with the cover art of the movie and for the release they made a specific cover for the music with the theme of the movie. This again links the 2 companies and products together (synergy) making the product more effective than if it was just one company on their own. For example only the band.pht
On Instagram there was also a lot of snippets of the music video and the movie itself on both accounts, this would have been done to help both profiles gain attention in the lead up to the release of both the song and the film. On the film side there was a lot of short snippets and trailers released on Paramount official social media. This helped to gain traction as well because they would have been able to control exactly what goes on their page and would have overseen the content that one republic was posting in the run up to the release.
There are several advantages for the band and Paramount choosing to promote on Instagram these are. The film had an old and younger audience because of the first film fans who are now older will want to come back and see it. The band however has a younger target audience and therefore they have been able to take advantage of both age groups and not only give the band more exposure but also giving the films older audience a chance to listen and potentially like their music. It benefits both parties involved. Another advantage is that the platform is one of the biggest out there and is one of the most widely used. It also is a great platform for user interaction with tools like hashtags and linking topics together with different posts. This creates a fanbase of loyal fans which will then post about the future and the current products that the 2 parties create separately or on their own in the future.
YouTube:
The single that was released was not only released on youtube but also it was released on the same day as the film released in cinemas. This meant that not only was the song a hit on YouTube but it also gained traction from people who had been to see the movie and had then come come and listened to it at home. The release on Youtube itself was a extremely popular because of the level of the music and aso it being one of the fan favourites from the film. This meant that is gained a lot of traction on the platform and was soon on the music trending list. This meant that youtube had placed the song on more peoples home pages leading to more exposure for the song and the band in general. This meant that more people would not only want to listen to the music because of the film but people would also want to watch the film because of the music increasing the amount of profit that the film and the band both make.
On Youtube itself there was also a lot of cross promotion between the band and Paramount. For example the band would release short snippets of either the song of the movie this first started with the cover photo for their music and it coincided with the release of the official cover art for the film. And then throughout the advertising campaign both groups released more and more of the trailer of the film until the band posted a trailer for the music and Paramount posted the full trailer on Youtube. By using this method of posting at the same time they could both grow their potential audience on the platform. This process is called Cross promotion and has been over time proven to be effective with more than one group releasing similar or the same content before a release of a product.
Youtube also happens to be one of the bigger platforms out there. This means that the platform already has a large audience that this promotional material can be posted to, this means that no only their fans will see the product but others will as well.
Youtube is unique because it is the main video posting platform. This make it more suitable for something like a music video or a film because the music was both in a film and a music video this makes the site perfect for promoting the various products.
Twitter:
The music was also released and teased in a similar way on the platform Twitter. the band has a large following on the platform of about 3.1 million users. This means that it is a great way for them to post something and their fans to instantly be able to see it meaning that they can very quickly receive feedback form their target audience. Also because of the format and the layout of twitter it means that its more like a conversation that i more suited for images rather than videos this meant that One Republic posted a lot more images rather than videos in the lead up to the release of both the song and the movie.
For example say they both posted something at the same time they could use the advantages of twitter setup such as the heavy use of hashtags to link all of posts together to make it easier for new and pre existing fans to be able to see all of the posts and the information that they might want to know again making the campaign more effective for the target audience. Twitter is different compared to both instagram it is more like a newspaper of a conversation using whatsapp. this means that anyone can very easily leave feedback without having to enter the whole conversation. This makes twitter a better platform for promotion. Twitter also comes with tools such as retweeting this allows users to quickly give the posts more exposure by them retweeting on their own page.
Both Paramount and One Republic used the platform to promote the movie and the music this means that there were often links in the form of hashtags linking the 2 accounts together. Creating synergy and making it easier for the product to gain more traction on the platform. Twitter is different to the other channels that were used but it is also similar to the other platforms in some ways, one of these is by its use of a trending section that will promote posts that get a lot of attention, and then because they are on trending they will be used by the algorithm and therefore will appear more on different users home screens making the post be seen by a lot more people making the audience bigger for the release (increasing the fanbase).
Facebook:
The platform Facebook is one of the biggest platforms that they released their promotional material, this meant that it was key that both Paramount and One republic managed to effectively use the platform to let their fans know about the product. Facebook as a platform is a hybrid of twitter and instagram. This meant that it is the perfect platform because of the ability to use its tools to be able to promote their product.
One these tools is that Facebook has the ability to be able to not only follow accounts but it also has the ability to be able to join groups of people who are also interested in the same stuff as you. this means that is is a lot easier to find out information about certain topics that the groups are in. In this example there is a top gun group and this has a people in who have either been fans of the previous movie or have become fans with the new film that has been released. This group will have also been used in the run up to the movie because it allows the fans of the movie franchise to be able to talk about and provides a space where the fans can create hype about the products. This is a very effective tool as anyone can join and then Facebook's algorithm can then tailor the users home page to have posts related to the groups that they are in.
Another tool that users can use on Facebook is the ability to being able to share posts with other people. this means that anyone who has the app cna then share the post to anyone and anywhere they want meaning that the post will get more exposure because of the ease to be able to share the post with other people. This is because of the way that the app is setup and the ease of access to the rest of the world. Anyone with a black box device can view and react to the post. Also Paramount and One Republic will also get instant feedback when the send a post out.
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