The future of integrated campaigns: the art of transmedia planning

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  • The future of Integrated Ideas

    2 April 2012

    Learning the art of transmedia story telling

    1

  • http://farisyakob.typepad.com/

    2

  • 1. Media fragmented and attention dispersed

    2. From media scarcity to attention scarcity

    3. Need for pulling strategy rather than pushing strategy

    From Push to Pull

    3

  • Integrated idea is: One Big communication idea aimed at creating an organizing thought, adapted and iterated across all communication touch points. There is no adds-on nor evolutions to the idea.

    Integrated planning is an adaptation of advertising to todays world, not a true evolution to the new environment we face

    4

  • 2 1 An idea doesnt exist without execution. Execution in a particular media is inseparable from strategy Social relationships help shape our opinions. Consumers are media! Two ignored realities

    Russell Davies Mark Earl Herd. The inner truth about who we are

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  • We need a new approach that helps us to embrace the

    complexity of the new media landscape and to take advantage

    of some already existing multimedia consumption

    behaviors

    6

  • Transmedia story-telling is inspired by the video game and movie

    industries

    Converge culture: where old and new media collide; H. Jenkins 7

  • To get the full story, you need to collect

    part of it from different media. And because its hard for a single

    individual to do it, connecting the dots becomes a social activities

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  • Think like a book, where each

    chapter is a slice of a story

    communicated through a different

    medium

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  • Media neutral

    Integrated Idea

    Transmedia

    Transmedia Idea

    A new planning principle

    10

  • From a Copy Ad

    that you can see in a magazine

    To a Brand Storyline

    which traverses multiple media and social networks

    Transmedia is an approach to storytelling which utilizes multiple platforms in order to create meaningful user experiences and maximize engagement

    that opens the opportunity for a new breed of messages

    An idea thats reiterated in different media (often dictated by

    budget)

    A story narrated through different channels, inspiring brand

    conversations

    11

  • Integrated is made to fill in media spaces not to

    fuel conversations 12

  • What if

    .people could pull off brand

    stories themselves?

    13

  • Consumer generated stories outnumber Coca-Cola company generated stories

    14

  • Integrated Idea = Big Idea

    Target Audience

    Mass media dominance

    Big ad produced

    Consistency is key 15

  • Transmedia idea = Multiple ways (ideas) to

    express it

    Multiple crowds

    Infinite meeting places

    Many contents produced

    Coherency is key 16

  • We have to deal with a new relationship between content, consumers and

    channels

    17

  • Shifting brand communications to:

    Building non-linear stories Involving crowds to build-up the narrative

    Feeding flows of information everywhere

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  • This is Transmedia Planning

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  • Will it be enough?

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  • In a digital world thats growing exponentially, brand story telling, even if generates interest and engagement will never be enough

    Face-to-Face vs Facebook Digital is an artificial reality. True relationships are real, when it comes to people as well as brands. We want to feel it

    dont forget that staging a brand experience is more important than just talk

    Not without an experiential component in it

    21

  • The key is to produce something that both pulls people

    together and gives them something to do

    22

  • The worlds gone 3D. Did we? a

    na

    log

    digital

    persuasive

    engaging /participative

    involving/immersive

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  • Er, concretely, how to pull this together?

    How can we create a framework, a structure, a process around a non-linear story telling?

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  • NETWORKING

    FEELING IT

    AUGMENTING REALITY

    DIGITALLY- SENSED

    GETTING REAL

    ONLINE REAL WORLD / OFFLINE

    Each phase increases the

    intensity of their shared

    experience

    The cycle never stops since new material is constantly

    in flow

    They constantly digitally capture, store, and share

    emotions and experiences

    The 4 Phases of a digitally enhanced life

    ONLINE

    1

    2

    3

    4

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  • This first phase marks the UEs use of their online networks as

    a control tower and help desk

    to get the most out of them

    This second phase is a transition from the online

    into the offline, or from digital to the real world

    This fourth phase completes social circles

    cycle with the sharing and augmentation of their

    offline experiences

    This third phase is the real world, the streets, the un-

    rehearsed and raw fully sensorial and

    immersive

    NETWORKING AS LIFE MANAGER

    GETTING REAL HUB FEELING IT

    AUGMENTING REALITY

    TRANSITION TO OFFLINE STARTS ONLINE BACK TO ONLINE OFFLINE IMMERSION

    The underlying thread that connects all 4 phases. Its triggered each time they are offline and want to capture material to be send back to the

    online

    CONNECTIVE TISSUE

    DIGI-SENSES

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  • 4 3

    2 1

    Hook up and Reward tribes

    Ignite Brand Stories

    Go live

    Amp it up

    27

  • 1 Ignite Brand stories There are no low interest categories so even washing powder can develop interesting narratives the question is then making sure they are the right narratives for your audiences. Richard Hungtington Brand stories are inspired by existing conversations, pop culture, insights or news. They are a huge portfolio of ideas that are true to your brand DNA. They must be unique to your category to truly differentiate your brand from its competitors.

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  • 2.1 Hook-up Tribes One you know what to say, understand your audience behaviors, where they are, what they read and start seeding it in multiple environments and formats. Be nimble. Explore multiple devices. It doesnt end here, now its time for you to gather data, feed-back and iterate new content based on the knowledge you built in the first place. You are not doing one bit TV spot or campaign anymore, you are chatting so go on, talk, learnConverse in many formats and places to extend your reach. Give them some room to do the talking as well.

    29

  • 2.2 Reward As soon as someone start engaging with your brand story, there must be an instant gratification for them. This will likely generate a snowfall effect and increase the odds content gets viral. If there is nothing in it for them, well, nothing will happen. Reward can be an access to someone famous, a sneak preview, a game, and maybe a couponAsk them what they would like! But whatever it is, make sure it comes as soon as possible after engaging with the brand.

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  • 3 Go live You are now talk-worthy. But thats not enough. Todays consumers are media savvy and they dont like brand that dont walk the talk. They want to feel it Brands dont leave only in conversations. They need to do more. People expect to do more. In fact Great social media campaigns are driven by brands that are verbs This is intuitive if brands are a promise, and a promise must be a verb, then brands must verbs Russ Lidstone

    31

  • 4 Amp it up Remember your consumers are your best media channel Sharing means for them amplifying the moment If the brand experience is engaging and rewarding they will want to share with their friends. Facilitate it. Create easier way to share the experience, help them capture those moments, build digital places where the fun can continue.

    32 http://www.youtube.com/watch?v=LqwDqN7LNsc

  • All kind of experiential activities used to be an expensive, nice to have, way to reward your brand fans. They used to cost money, offer low exposure and dont last. Today they can be the pivotal point of your yearly marketing plan. Providing long lasting communication exposure and allowing higher reach through consumer sharing.

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  • Examples

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  • 35

  • NETWORKING AS LIFE MANAGER

    GETTING REAL HUB FEELING IT

    AUGMENTING REALITY

    http://creativity-online.com/work/nike-write-your-future/20466

    Seeding the campaign on FB and

    YT Enjoy the TVC Live the Event Amplify the excitement

    http://www.youtube.com/watch?v=XfzLkgtlhBU

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  • From Integrated: Missing social relationships Short term vision See consumers as individuals, not social beings (consumers are media!)

    Users need to be exposed to several pieces to get the message Ignore that media are better at different things One-way story telling The brand is one message across all media Consumer touch points are paid Sell an idea

    People are simple Think flat, straight

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  • To Transmedia: Built on social relationships Long-term vision See consumers as a social beings (and media agent!)

    Use each media in many different ways not one media, one message. You are not bending media to fit an idea Each channel is strong enough to live on its own Multiple stories told The brand story aggregates stories across all media Consumer touch points are earned Sell a crowd of like-minded folks People are complex, nuanced Think layer

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  • The future isnow Transmedia is happening today. People are searching and putting together stories among brands and products in your category. There is room for you to turn these behaviors into effective communication assets that will drive sales, acquisition and retention. It is challenging. It is complex. But the game has changed, just as the way we are crafting advertising should change.

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  • Questions

    40

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