Promotional campaigns and research

 What is a promotional Campaign? 

A promotional campaign is a collection of advertisements that uses an array of marketing techniques that distribute the same if not similar message as well as thoughts to promote a business or an event. It uses different forms of media resources such as TV commercials, newspapers, magazines, posters and is typically used in a promotional campaign. Promotional campaigns can also include price reductions, buy one get one free, promotions, coupons as well as loyalty programs which are designed to reward the customers according to the amount they buy. Promotional campaigns are a business strategy that aims to get more people to interact with the product they are offering. 

Poster examples: 

Newspaper examples : 

Magazines: 

How do documentaries use them? 

Documentaries would use a promotional campaign to reach more of their target audience so that they can achieve the most amount of interaction as they can create a bigger sum of money on the box office release which makes the company more money and potentially widen their profit margins. Promotional campaigns allow for companies to reach out to more people and make them more aware of your product. 

Social media campaigns have largely become more important in recent years as technology has vastly improved. If you want to see a change in the success of your product now you will most likely need to turn your attention to the internet. Production companies and now depend on social media platforms to reach out to their fans and convince them to buy into their products. Production companies need to keep their fans in the loop by posting behind the scenes as well as promoting their latest releases and releases to come. The releases need to stick with the time and be on-trend whilst keeping the audience regularly updated. The need to use multi-medias as well as cross-media convergence to be able to access as many of their fans as possible. 

What's an example of a recent social media campaign? 

An example of a recent campaign would be the '#2019Wrapped - Spotify'. The campaign sent a personalized video wrap of your year of listening, showing you what was your most played artist of the year and the decade, which has now also developed to show you the top type of genre you listen to. 

By creating a video that was personalised to the user, comparable and shareable with contacts and different social media platforms, provided a way for the users to bond and interact with the content and allowed the Spotify creators to connect with their audience. This campaign massively boosted engagement as more people were able to express their tastes in music with the people around them.  

As shown by the statistics the movement did very well and had a lot of shares over multiple media platforms( cross-media convergence), people were happy to engage with the campaign.  

Here is an example of Spotify's promotional campaign being promoted on Instagram: