"Synergy is a vital processes in the successful marketing of media products to audience" To what extent do you agree with this statement in relation to your chosen media area?"
Synergy is the benefit that results when two or more agents work together to achieve something either one couldn't have achieved on its own. A films merchandise is part of synergy.
Disney uses synergy across markets.
Disney - case studies
Frozen: Disney stores promote the consumer products which promote the theme parks which promote the television shows - Constant media synergy - Walt Disney CEO Michael Eisner.
Theme park - names&features of the attraction relates to the films content.
2nd largest conglomerate in the word.
Synergy: 2014 sing along version of Frozen.
Released for digital download on iTunes and Amazon. Released on DVD and Blu-ray.
The Blu-ray includes a bonus feature of the making of Frozen, how they tried to adapt the original fairytale into an animation, four deleted scenes, the teaser trailer, and music videos from songs in the film.
Video game was released for Nintendo DS and 3DS.
Disney has a whole Disney store for themselves - tons of merchandise such as Olaf cuddly toys, the characters in doll formation, jewellery for younger children.
Disney attracts all ages.
Tie-ins: merchandise/non media-products.
Six mini games of Frozen
Toy Story: Digital 3D re-release of Toy Story & Toy Story 2 - teaser trailers for Toy Story 3.
- Blu Ray/DVD combo release of the films included 'The Making of Toy Story 3' feature.
- Disney Interactive Studios released 'Toy Story 3: The Video Game' prior to the release of the film.
- ABC's 'Dancing With the Stars' featured a performance from the film.
- Sneak peeks of the film shown on the Disney Channel.
- Prior to the release the Disney Channel held a 'Toy Story' day, showing the first two films and sneak peeks of the third one.
Ill Manors - Case study
Synergy: Plan B releasing the Ill Manors CD prior to the release of the movie.
CD attracts audience through the themes.
Tweet-to-unlock campaign - promoted via digital media and physical posters - hashtag illmanorsalbum - trends on Twitter.
Website advertises the synergetic products.
T-Shirts with logo, wallets with logo.
Comparison
Disney can promote more.
Ill Manors is specific to 18-25 year olds.
Wanted a 15 year old audience but BBFC deemed worthy of an 18 certificate.
Disney has subsidiaries to encourage the promotion of their media products - making it more successful.
Conclusion
Ultimately, it is by far much easier for media conglomerates than a smaller independent British company to use synergy in promoting their media product. Synergy allows methods of promotion to promote other methods of promotion which makes it an extremely successful marketing tool.
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