LO1: Campaign 5

Product: Twenty One Pilots album - Trench

   The date of this campaign started was in July 2018 when the band released two songs that they claimed they will featured in their album ‘Trench’. This being endorsed by YouTube by advertising them before every video on the site. This then lead to more songs being made to then bring hype to the ‘Trench’ album in October.

   The target audience for this campaign would be people who listen to music as it is advertised in the music streaming app Spotify.  This can link with the same life style with people who watch YouTube as the album is featured there as well.  The age of the target audience would be late teens to middle age as the product contains content that wouldn’t be appropriate to younger audiences.

       The key message of this campaign is that Twenty One Pilots is back from a 4 year absence with a new album. Also the key message is to buy the album.

     The methods used is the release of certain songs and say they are part of the album. If people enjoy the songs released then more people will buy the album thus leading to more income. The use of social media engages more people as more people use social media thus creating more relevance, leading to income.

      The use of the black design appeals to the Emo group of people because those type of people like black and darkness. The black connotes that genre of rock, this will create more relevance to that group.

      Twenty One Pilots scheduled when the singles will be released. This will create hype as they will be released near the time of album release thus previewing album. Events like tours will be created for this album and create more income and relevance.

   The choice of trailers before YouTube videos will be seen by various people 24/7 and the relevance will be big as multiple people and groups of people. This will show the trailer before videos so people who like anything will see this trailer creating relevance. The use of social media will engage more people as most of the population use social media and will give daily notifications of the product.

     Twenty One Pilots will have to consider the use of the logo and make sure they copyright it and make sure it is not misused. The trailers will have to be checked to make sure that the video is appropriate and does not offend certain groups and certain age ranges.