2. How Effective Is The Combination Of Your Main Product And Ancillary Texts?

The aim of the three artefacts that we made was to use a synergistic marketing campaign in order to launch our new artist, Roza. For this to be done, there needed to be a single brand created along the video, digipak and website.

Below is a real life example of where this was done through Drake's marketing campaign.

Created with Padlet

Artist Identity

We needed to give our artist a strong identity in order to make her stand out and become a recognisable brand. Shown below is a word cloud describing Roza's identity.

Roza's identity is also shown through the music video, website and album cover.

Synergy

The Website

The website acted as a central hub for the whole marketing campaign. It was a means of bringing all of our products together, as well as bringing together the methods used to market these products to our target audience.

Learning Opportunities

There were a number of aspects of the website that allowed viewers to learn more about Roza. This was fans would have to access the website in order to find out more, bringing them to the marketing campaign. Some examples are shown below:



Interactivity



Purchasing Opportunities



Symbiosis