So it's no surprise that it has become a major marketing moment throughout the years. 进一步强调爱岛营销的规模, 让我们来看看2021年的一些数据, ITV从《澳门十大正规赌博娱乐平台》中赚了令人难以置信的7300万英镑, 其中大部分来自其品牌链接, 包括我先看到的, Spotify, WKD饮料公司, 靴子, JD体育, 只吃, 易燃物, 云9, 还有箭牌的Extra.
Brands such as I SAW IT FIRST have taken on the Love Island look as their brand personality, 最终塑造他们的风格和营销围绕着爱岛的趋势. It’s safe to say that the Love Island season is a significant marketing opportunity for brands, even those that aren’t officially connected to the show but who use the hype and inspired looks to engage consumers.
《澳门十大正规赌博娱乐平台》是一款失败的游戏吗?
然而, Love Island is a pretty risky business for brands to be involved in; in 2021, there were some record-breaking Ofcom complaints; viewers in a single episode made as many as 25,两名选手(费伊和特迪)发生争执后，有000人投诉, 前者被观众指控辱骂泰迪.
In the age of social media and the growing social awareness amongst youths and adults alike, both Love Island and their affiliated brands have to grapple with a new audience or risk a social media call-out.
爱情岛的样子
多年来，《澳门十大正规赌博娱乐平台》一直因缺乏种族歧视而受到批评, 性别, body, 性别多样性, 以及不可持续的做法. Its usual partnership with fast fashion brands such as Missguided and I SAW IT FIRST, 谁以前给岛民穿过衣服, 这对我的形象没有帮助.
但, it seems 2022 was a changing point after producers announced that pre-loved retailer eBay would be dressing this year’s Islanders. Love Island and its contestants have often been criticised for its promotion of fast fashion and unethical production standards; the move to eBay suggested an awareness from producers of the shifting standards of viewers.
eBay英国的首席营销官, 夏娃威廉姆斯, 她说:“我们是爱岛意想不到的合作伙伴, 是什么让我们的合作更有影响力呢. 到目前为止，我们对合作伙伴关系的反应感到非常高兴.” This might reflect a changing mindset of Love Island producers or at least a consciousness of increasing unhappiness with the show’s perceived morals and declining number of viewers.
而爱岛可以选择与哪些品牌正式合作, it has no control over how other brands decide to join in on the Love Island frenzy.
此外，它无法控制前岛民与哪些品牌合作. This unofficial marketing has a massive impact on the overall image of the show. So, it raises questions about what brands can do to adapt to the changing face of Love Island without isolating their target consumers. Brands such as I SAW IT FIRST still want to be reaching Love Island viewers through their partnerships with Islanders like Lucinda Strafford.
但 is this going to become a redundant marketing strategy if Love Island-inspired branding is no longer in line with the growing message of sustainability promoted by Love Island? Well, it seems the focus is shifting onto the Islanders to uphold more ethical standards.
影响者和身体积极的世界
积极的身体正日益成为社交媒体用户关注的焦点, 许多人希望有影响力的人能给曲线去污名化, 面包卷和脂肪团. 与有影响力的人一起工作, 尤其是那些曾经是爱岛居民的人, 是各种品牌的共同追求吗.
然而, Instagram网红的身材范围通常很窄, 皮肤的颜色, 性取向, 和残疾. 所以我们应该依靠他们作为品牌的代言人吗? 答案很复杂.
有影响力的人为品牌提供了极好的曝光率和可识别的面孔, 许多有影响力的人正在改变他们与粉丝互动的方式. It seems more ex-Islanders are using their platforms to talk about social issues such as body positivity, 种族歧视, 心理健康.
An example of ex-Love Islanders who have supported body diversity in the series includes Megan Barton Hanson (2018) and Sharon Gaffka (2021). These Islanders have also been using their voices to discuss spiking and sexuality. This might indicate the changing role of Love Islanders in the world of social media, 它也可能显示岛民可以提供的积极声音.
爱情岛和心理健康
爱情岛在心理健康方面有着悲惨的历史. 除了两名选手和前主持人卡洛琳·弗莱克的死亡, many Islanders have expressed the difficulties of adjusting to fame and the hate that Love Island generates.
Alongside growing pressure on Love Island producers to shake up how they present contestants, 对《十大网博靠谱平台》等报纸的批评越来越多, 特别是, 卡罗琳·弗莱克死后. Islanders have expressed that they felt let down by the show and have been quick to express their support for better mental health support on the show.
一个明显的例子就是第五季的Dr Alex, whose TikToks around a range of mental health issues have opened up conversations around suicide, 焦虑, 和抑郁. Dr Alex offers an example of the changing role of ex-Islanders on social media and the positive impact their social media platforms can have.
自从他离开维拉之后, Dr Alex has gone on to become the Youth Mental Health Ambassador to the government and has worked for greater education of mental health in schools.
在节目中处理种族主义和残疾歧视
《澳门十大正规赌博娱乐平台》从来都有丑闻和令人发指的戏剧, 这就是为什么它如此值得一看, but viewers have been quick to call out the Instagram-based stars on their behaviour with increasing ferocity. A recent argument over social media involving season five contestants Yewande Biala and Lucie Rose Dolan highlighted some of the problematic behaviour of the Islanders.
Lucie Rose Dolan was called out for her refusal to learn how to pronounce Yewande's name, and fellow Islanders from season five also expressed their awareness of microaggressions towards people of colour on the show. This situation is one example surrounding the conversation of influencers and the platform that Love Island and Instagram, 更广泛地说, 给予他们.
包括心理健康咨询, 培训如何应对网络挑衅和社交媒体曝光, 岛民还必须在2022赛季期间参加包容性训练. 这次培训讨论了如何使用十大网博靠谱平台残疾的包容性语言, 种族和性别, 什么是微侵犯以及它们的影响.
前进
爱情岛的热潮似乎还在继续, 所以我们理解为什么这对品牌来说是一个如此重要的营销机会. 尽管如此, 要驾驭这场秀的风险可能很难, and the best practice for Love Island branding will likely change over the next few years.
然而, 去年的《澳门十大正规赌博娱乐平台》发生了一些大的变化, 说实话, it’s got people feeling more hopeful that the show can be a more positive and inclusive space. It seems that Love Island could be an opportunity for brands to open themselves up to changes in their branding whilst still reaching their target audiences.
There is an increasing urgency for brands to become more sustainable and inclusive, so it would be no surprise if more brands follow the lead of Love Island in making more sustainable and inclusive choices.
