Example of Synergistic Marketing Campaigns: Drake
Roza's identity anchors the entire campaign, appealing to audiences and making hers distinct within the market. Richard Dyer's theory that a star is "an image, not a real person, that is constructed out of a range of materials", was referred to when constructing Roza's identity. The word cloud below shows words which describe Roza's artist identity:
Synergy in Roza's Marketing Campaign
(Links below open in new window)
Websites are conventionally seen as the main hub for an artist's marketing campaign, bringing together all three products. Information on Roza was included on the website to encourage audiences to go onto it. Once audiences are on the website, we encourage their engagement through the inclusion of various interactive opportunities. To then provide an additional revenue source for Roza, we included a number of purchasing opportunities.
We included specific information on Roza that can only be accessed via the website, therefore giving dedicated fans no option other than to use the website to find out this information. Things like the top Roza related news, Roza's latest tour dates and exclusive images.
|Roza news (left), Tour Dates (centre), Exclusive images (right)|