The future of integrated campaigns: the art of transmedia planning

Download 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 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 5 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 8 Think like a book, where each chapter is a slice of a story communicated through a different medium 9 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 18 This is Transmedia Planning 19 Will it be enough? 20 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? analogdigital persuasive engaging /participative involving/immersive 23 Er, concretely, how to pull this together? How can we create a framework, a structure, a process around a non-linear story telling? 24 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 25 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 26 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. 28 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. 30 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 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. 33 Examples 34 35 NETWORKING AS LIFE MANAGER GETTING REAL HUB FEELING IT AUGMENTING REALITY Seeding the campaign on FB and YT Enjoy the TVC Live the Event Amplify the excitement 36 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 37 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 38 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. 39 Questions 40


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