P1 - Existing Cross-Media Advertising Campaign

Netflix - Stranger Things 4

Aims

The aims of the Stranger Things advertising campaign is to introduce the new season of Stranger Things and increase the fan base and audience who watches the show, along with increase sales and revenue of the show.

Objectives

The main objective of the advertising campaign is to persuade an audience to watch the series and to increase the viewing figures.

Target Audience

Demographic: The advertising campaign is not targeted at a specific race and it a product aimed for everyone to consume. However, the campaign does aim at a certain age group. The show aims primarily at teenagers and young adults between the ages of 15 - 25.  The series also has a secondary audience of people who were around in the 80s of ages around 30s and 40s. This is shown in this data I gathered from YouGov, stating that the largest part

of the target audience is Millennials, followed by Gen X then Baby Boomers.  A large portion of the show's target audience is also female, however more males have heard of the show and like it, also shown by this YouGov data.

Geographic: They target consumers in America as the show is filmed in America and lots of their products are also only available in American shops such as Walmart.

Psychographic: The majority of the audience is left wing shown in this YouGov data, meaning that the target audience are most likely reformers who strive for social and government change. The audience also probably watches TV a lot and enjoys the 80s aesthetic.

Slogan

There is no set slogan for season 4, however there is the tagline: 'Every Ending has a Beginning'. This is unique to the season and campaign as other seasons have different taglines. For example: season 1 has the tagline: 'The world is Turning Upside Down'.

Key Messages

One of the key messages and the unique selling is that you get to find out what is the cause of the realm in Stranger Things called 'The Upside Down' and get to find out who the new villain is. Another key message is that it is scarier and more intense than the last season, using shock advertising in the final moments of the trailer to get an audience to watch the show. 

Approach

The advertising campaign uses celebrity endorsement and shock advertising. It uses celebrity endorsement by using the actors in the show to promote their products, for example Mille Bobby Brown, Finn Wolfard and Winona Ryder to promote their show. 

Call To Action

Each of the different advertisements in the campaign have different call to actions. For example, the trailer's call to action is to go and watch the season. And the use of social media for advertising for this season promotes toys and apparel. The call to action for these social media posts is to go and buy the toys and other items available.

Representation

There is a large representation of people in Stranger Things, whether it is stereotypes of representing the LGBTQ+ community or people of colour. A couple examples of stereotypes of 'nerds' and stereotypes of more 'popular' and 'cool' people, there are also stereotypes of 'metal heads'. 

Campain Logistics

The Stranger Things season 4 advertising campaign uses the start-up pulsing model when advertising. This is where advertising runs all year but with heavier concentration at peak demand times. For example, the Stranger Things Instagram account is active all year round, and between season 3 and 4 there would be posts. A couple months before season 4 came out, this account became more active, giving hints to what happens in the show along with the introduction to new characters. Just before the account became more active, the trailer was released which was a couple months before the season came out.

Choice of Media

This advertising campaign uses lots of different mediums, for example: TV - where the show is actually watched, social media - where fans can follow them on Twitter, Instagram and YouTube, online shops - where toys and apparel are available, print - where you can buy posters.

Relevant Legal and Ethical Issues

Stranger Things has a very large social responsibility as the majority of the audience is young. With this social responsibility they have included the acceptation of LGBTQ+ rights, which was not a strong movement in the 80s. To combat the views which were around in the 80s, they have made the characters accepting and even helping the members of LGBTQ+ in the show. 

CAP: The Committee Advertising Practise is a 'British organisation responsible for UK code of non-broadcast advertising, sales promotion and direct marketing.' such as banner adverts, catalogues and posters. It is in place to ensure that adverts are honest, truthful and appropriate. Stranger things would have had to adhered to the rules set by CAP in order to get their adverts accepted and produced.

BCAP: The Broadcasting Committee Advertising Practise is a 'regulatory body of the United Kingdom which is responsible for writing and reviewing the UK Code of Broadcast Advertising. Including TV, radio and online adverts. It is in place to ensure adverts are honest, truthful and appropriate. Stranger things would have had to adhered to the rules set by BCAP in order to get their adverts accepted and produced.

Regulatory Bodies

It complies with all the expectations and regulations for Ofcom. For example, there is no extremism or sexism. It is just a supernatural fiction with some violence in. It also complies with all the regulations for BBFC to be a 15, hence why the BBFC have given it a rating of 15. This means that there is some violence, dangerous behaviour, swearing drugs and sexual behaviour in the show, however it is not extreme and is appropriate for 15-year-olds. ASA is the main regulator for adverts. In order for Stranger Things to be approved, Netflix would have had to follow guidelines from the ASA in order to make the adverts and allow the public to view them.