Lesson 11 Cross Media Convergence and Synergy

June 12

Cross Media Convergence and synergy are vital processes in the successful marketing of media products.

• All films, whether they are international blockbusters produced by the big six Hollywood Film Producers or small independent films, rely upon cross media convergence and synergy to market their films.

• Small independent films such as “Shifty” and “Dreams of a Life” rely heavily on the internet and in particular social media

Cross Media Convergence and synergy are vital processes in the successful marketing of media products.

• Small independent films such as “Shifty” and “Dreams of a Life” rely heavily on the internet and particularly social media in order to publicise their film.

• “Shifty” a successful micro budget film was made for £100,000 in eighteen days as part of the microwave scheme to encourage young London film makers.

Cross Media Convergence and synergy are vital processes in the successful marketing of media products.

• “Shifty” a successful micro budget film was made for £100,000 in eighteen days as part of the microwave scheme to encourage young London film makers.

• The makers of “Shifty” wanted to attract a new, young ‘urban’ audience? This audience is highly proficient with New Media Technologies .Therefore, with a limited budget, they decided that a low-cost high-tech campaign across a range of media would be the best way to reach the target audience. To reach the target audience of young ‘urban’ adults, adverts ran on pirate radio stations.

• In order to publicise the film the producers

Cross Media Convergence Essay

• Therefore, with a limited budget, they decided that a low-cost high-tech campaign across a range of media would be the best way to reach the target audience. To reach the target audience of young ‘urban’ adults, adverts ran on pirate radio stations.

• In order to publicise the film the Producers used a viral marketing campaign via email. As part of this campaign Emails were sent to various opinion formers in the media (e.g. The editor of Time Out magazine).

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Cross Media Convergence and synergy are vital processes in the successful marketing of media products.

Used a viral marketing campaign via email. As part of this campaign Emails were sent to various opinion formers in the media (e.g. The editor of Time Out magazine).

The viral email appeared to be from an official community organisation that had identified the recipient as a possible drug dealer. There was a link at the bottom of the email to the official Shiftywebsite

Cross Media Convergence and synergy are vital processes in the successful marketing of media products.

There was a link at the bottom of the email to the official Shiftywebsite.

There was a complaint to the Advertising Standards Authority and the email was banned.

However, this use of cross media convergence was successful because even the bad publicity helped to raise the profile of the film. A further viral campaign suggested that recipients ‘frame a friend’.

Again the links took you to the “Shifty” website

Cross Media Convergence and synergy are vital processes in the successful marketing of media products.

A further viral campaign suggested that recipients ‘frame a friend’.

All of these links took you to the “Shifty” website. The website included a competition whereby music from the film (by Molly Nyman and Harry Escott) could be downloaded and remixed to create a new track.

Cross Media Convergence and synergy are vital processes in the successful marketing of media products.

The website included a competition whereby music from the film (by Molly Nyman and Harry Escott) could be downloaded and remixed to create a new track.

The website stated: ‘We’re looking for remixes in a wide range of styles, from dubstep to classical, the choice is yours’

Cross Media Convergence and synergy are vital processes in the successful marketing of media products.

Music was also recorded by the star of the film Riz Ahmed who is also a professional musician

Some of the tracks could be downloaded free from the website. It was hoped that the synergy created by combining Riz Ahmed’s music with promoting the film would create new audiences for both.

The remixed track could then be uploaded and the producer of the best track would win £500 and time in a studio to complete your track with a professional producer.

Cross Media Convergence and synergy are vital processes in the successful marketing of media products.

The remixed track could then be uploaded and the producer of the best track would win £500 and time in a studio to complete your track with a professional producer.

Cross media convergence was also used because a music video was also created that was uploaded to Youtube and there were were also pages on Facebook, Myspace and Bebo.

Cross Media Convergence and synergy are vital processes in the successful marketing of media products.

Print media was used to successfully market the film. Illegal Fly-posters were created. The poster was simple & eye-catching with a bold yellow background.

In addition, ‘Business cards’ representing the character of Shifty as a drug-dealer were distributed to members of the public in the target demographic. These cards directed the young adults to the film’s website.

Cross Media Convergence and synergy are vital processes in the successful marketing of media products.

• In contrast with the small marketing budget that “Shifty” had, large Hollywood Blockbusters such as …………….. spend millions of pounds on marketing their film using cross media convergence and synergy.

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