Evaluation Question 2

How effective is the combination of your main product and ancillary texts?

• It is unusual for one company to produce all 3 media texts as we have. Will usually be produced by 3 different companies.
• A company to design and produce the packaging (e.g. Wewow); a company to design the magazine ad (e.g. Project 11); a company to produce the music video (e.g. Epik Music Videos) etc.
• Target audience:
• Core: 15-24 – most common audience for electro house genre; clubs and festivals most common audience 18-24.
• Secondary: Tweenage (aspirational) & 25-40+ (original audience).
• While products were primarily targeted at core audience, secondary audience was also considered e.g. no reference to drinking, drug taking or sex at any point – vid could be played pre-watershed.
• Age of actors/characters reflect core audience.
• Distribution of digipak would be online, such as on Amazon and Play.com, to reflect the buying habits of modern, younger audience.
• Also in stores to be more accessible to an older audience as well as younger audience.
• Music vid would be exhibited both on YouTube on the Daft Punk Vevo channel and music video channels such as MTV. This would allow it to reach a large audience.
•  Mag ad would be placed in magazines appealing to core target audience such as Mixmag. http://issuu.com/mixmagfashion/docs/mm_mediapack_2012_03/10.
• We used social media sites Facebook at Twitter to connect with our audience, sharing our development of products and asking for feedback.
• We used this audience feedback to check that our audience liked our media products and thought that they worked together well.
• Products linked by viral ad campaign – used QR code

Combination of Texts

• Same 'Daft Font' used between magazine ad and digipak
• All three products linked by our viral ad campaign – a QR code was used on the magazine ad that linked to the competition page and Photoshopped images of our magazine ad in different countries were included in the music video and on the digipak
• The traveller (main character) in the video was represented on the magazine ad
• Screenshots of 'Daft Punk' performing from in our video are featured on the front and inside panel of the digipak
• There is a similar colour scheme between the magazine ad and the digipak, as they both incorporate 'earthy' colours along with a dark element to contrast
• The magazine ads purpose is to sell the digipak (as well as the tour), so the digipak is clearly promoted on the magazine ad