Reflections on discussion of One Direction's debut Website

This website forms a key role in a carefully monitored and highly orchestrated 360 degree Marketing Campaign which has huge potential.

This is obviously their debut website which is driven by Web 2.0 opportunites. One Direction have a clear target audience which includes a huge amount of public good-will. Unlike most artists, One Direction have a huge headstart as they have come from X Factor (third place) and already generated a giant audience appeal. They are good, but not outstanding singers however it's their individuality which makes them so powerful. Each character is different, for example there is cheeky curly haired Harry, Asian Zayn and Cute Niall so it's difficult for young females to dislike all of them and they feel loyal to a certain character. They also seem to gel which is important as bands have to be happy together.

I learnt that the marketing teams main job is to 'Shift Product', i.e. VAST (Video, Album, Single, Tickets/Tour). The website also has a big viral campaign, which includes Facebook, Twitter and Youtube and possibly a future iPod application to futher advertise the band and SELL. I also learnt that Twitter is very important to One Direction as they get linked to other celebrities, for example Olly Murs often tweets about them and people can see who they're following which creates a big circle which returns to One Direction and Syco.