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

We used our Music Video, Website and Digipak to establish Pilgrim's brand and create a synergistic campaign. I believe we did this very effectively.

Here is a real example of a Synergistic marketing campaign that establishes a Star Identity:

GEORGE EZRA - BUDAPEST

Brand (Star Identity)

In order to anchor and promote our products, we constructed and established Pilgrim's Star Identity throughout all three artefacts. Richard Dyer states that establishing a Brand for an artist marketing campaign is essential to it's success.

How we constructed it:

Music Video

We came up with how we wanted to represent the band and the ways in which we would connote this, below is a diagram explaining how we established Pilgrim's artist image in our music video (click and drag to move around, scroll to zoom in and out):

Digipak and Website

Below is a diagram explaining how we established Pilgrim's Star Identity in our Digipak and Website (click and drag to move around, scroll to zoom in and out):

Synergy

By having synergy between our artefacts we anchored Pilgrim's Brand. We did this over various platforms to connect our products to each other.

Website as hub

Our website acted as the hub for our campaign. Incorporating Pigrim's album cover, music video and other platforms into one place that the audience could access and explore. To appeal to our audience we included lots of opportunities for learning, interactivity and purchasing.

Learning opportunities (Scroll left and right to see more):

Created with Padlet

Purchasing Opportunities (Scroll left and right to see more):

Created with Padlet

Interactive Opportunities (Scroll up and down to see more):

How the campaign we constructed has reach

To widen the reach of Pilgrim's album campaign we used lots of different platforms. As well as the website and youtube, we created accounts for Pilgrim on Twitter, Facebook and Instagram. This meant that information about Pilgrim was accessible on a variety of converged devices such as smartphones, tablets, laptops and computers.

Pilgrim's Facebook, Twitter and Instagram

Overall, by establishing Pilgrim's Star Identity and making our products highly synergistic, we effectively combined our main product and ancillary texts.