TV Crime Drama E-Media Marketing

Webpage is an essential form of e-media marketingYou could be asked to design a webpage for your

TV Crime Drama so you must know the typical conventionsof a webpage and how they appeal to your target audience

Aims:To demystify the term e-media

To understand the appeal of e-mediaToapply e-media marketing strategies to your TV Crime Drama

REVISION SESSION AFTER SCHOOL MONDAY 28TH MAY ROOM L1

E-Media Marketing Strategies

1. Website

2. Hashtagging

3. Smart Phone App

4. QR Code

5. Augmented Reality

6. Video Game

Try to define each E-Media term

Today’s lesson…

• Stage 1 – Design your TV show homepage

- Use common webpage conventions

• Stage 2 (and homework) – Plan your e-media marketing campaign

– Use grid to plan your campaign and explain how each element appeals to your audience

E-MEDIA Terminology

often the first page you arrive to when you ‘google’ or search something on the web

a webpage journal often created by an individual or group of people that is themed around a certain topic e.g.

Label your homepage with the correct conventions

1. Website E-Media Marketing Strategies

Network logo heading / hyperlink

The audiences’ eye naturally reads from top left to bottom right, so the most ‘important’

institutional information and hyperlinks are often in the top left hand corner

TV show heading / hyperlink

Hyperlinks to episodes

Hyperlink to homepage

Hyperlinks clips from the show

Hyperlinkscharacter biogs

Hyperlinksinformation ‘about’ the

show

Copy brief synopsis of the

show

Hyperlink to catch up

Copy scheduling information for

next episodeKey Image of

two main characters

Webpage skinof character and

setting

Scroll down

Search box

these can be either words or images that when clicked upon will take you to another page

- used throughout some WebPages to split the content into manageable sections. There may also be subheadings, which can further direct the user to a particular piece of information

the main body of the text, often presented in boxesused on many websites. You may hear a sound as the

cursor rolls over some part of a websiteusually a box

used in almost every website-sometimes used as a link to another part of the website

image that sits ‘behind’ the main body of the webpagevideo that is viewed on the webpage

How many conventions so far?

As we scroll down the webpage becomes less ‘compact’ with information and is divided into

two columns

Hyperlinks lead to various marketing strategies used by the show to create publicity and

generate sales of merchandise

Hyperlinkonline articles

about the show

Hyperlink to TV BLOGGERS

reviews

Header

Header

Hyperlink to DVD / Blue-ray retailer of the

show

Hyperlink to previous episode

Hyperlink to character’s blog

Hyperlink to forum

Hyperlink to actor’s blog

(funded by the institution)

Header

Header

Header

Scroll down

As we get to the bottom of the page there is less ‘important’ information and the layout

becomes far less dense

Hyperlink to other TV Crime Drama shows owned by the

institution

Header

Institution logo heading / hyperlink

The information is much more focused on the institution rather than the show

Hyperlink to homepage of

other BBC shows

Hyperlink to browse other

BBC shows within the same

genre

Header

1. What other conventions of a homepage do you think are missing? 2. What would you include that the Sherlock website has not? 3. Who is Sherlock’s target audience? 4. Do you think this has an impact on what conventions they use on their homepage?

Other E-Media Marketing Strategies

2. Hashtagging: #mytvcrimedrama – this appears that beginning of each episode.

– This makes it a keyword on Twitter and therefore starts it trending on the social media site

An example from US TV Crime Drama Bones

E-Media Marketing Strategies3. Smart phone App

Dexter iPhone App Key Features:-Latest clips and videos from Dexter-Dexter Photo Booth-GroupMechats-Schedule information for Dexter-Episode guide-Episode reminders-Updates on Dexter-Twitter-Facebook-Wallpapers-Dexter episodes, soundtracks and podcasts from iTunes

E-Media Marketing Strategies

4. QR Code on traditional media that links to your website via a smart phone

E-Media Marketing Strategies

4. QR Code could be on a billboard, mag ad, tvcommercial, t-shirt, coffee mug…

An example from Fringe which linked audience from their season 3 poster to the special

smartphone site

E-Media Marketing Strategies

5. Augmented Reality – with a smart device (iPhone, iPad, Android phone, basically anything that is mobile has a camera and connects to the internet)

The user downloads an app holds it to an image (could be in street, magazine anywhere) and video begins to play on the device…

Here’s an example from VW, how could you incorporate it into your marketing campaign?

Click…

AR could trigger a special animated

episode of the series…

E-Media Marketing Strategies

6. Video Game – uses characters, setting, themes, mise-en-scene from the TV show and allows the audience to play the hero on a gaming device (Xbox, Smart phone, PC)

Click…

Your E-Media Marketing Campaign

• Stage 1 – Design your TV show homepage

- Use common webpage conventions

• Stage 2 (and homework) – Plan your e-media marketing campaign

– Use grid to plan your campaign and explain how each element appeals to your audience

Homepage• Your institution is

• Use synergy with on your homepage

• Hyperlink to , and

these can be either words or images that when clicked upon will take you to another page

- used throughout some WebPages to split the content into manageable sections. There may also be subheadings, which can further direct the user to a particular piece of information

the main body of the text, often presented in boxesused on many websites. You may hear a sound as the

cursor rolls over some part of a websiteusually a box

used in almost every website-sometimes used as a link to another part of the website

image that sits ‘behind’ the main body of the webpagevideo that is viewed on the webpage

E-Media marketing CampaignE-MEDIA STRATEGY DETAILS OF HOW STARTEGY

WILL BE USED FOR MY SHOW

HOW DOES THIS APPEAL TO FAMILY AUDIENCE?(Parents or teen? Why?)

Hashtag

Smartphone App

QR Code

Augmented Reality

Video Game

How many E-Media Marketing Strategies do you now understand?

1. Website

2. Hashtagging

3. Smart Phone App

4. QR Code

5. Augmented Reality

6. Video Game

Have we…demystified the term e-media?Do we…understand the appeal of e-media?

Can we…apply e-media marketing strategies to your TV Crime Drama?