(what's) cross media

Crossmedia

Joost van de Loo (Lemz)Martijn C. Nieuwenhuis (DZ)

Wat is cross media?

• …. ahum• Oh no, viral of spiral?!• No, multi-media• Uhmmm and multi-channel• Ah! Of….integrated media-mix• [burp]

We’ve never seen a client brief

that wants ‘cross media’

So, two options…

A) Forget cross media B) Give cross media a meaning

guerilla

viral movie/website

brand act

ivation

* Advergames* Advertainment* Advertising awards* Ambient marketing* Branding online* Email marketing* Guerilla marketing* Integrated marketing* Mobile advertising* Mobile marketing* Multichannel campaigns* Offline advertising* Offline marketing* Online advertising* Online campaigns* Online competitions* Online marketing* Online video ads* Opinions & interviews* Outdoor advertising* Podcasting & marketing* Print advertising* Rich Media* Social campaigns* Social networking* Tv advertising* Viral marketing

4 types cross media

1 – Pushed.2 – Extras.3 – Bridges.4 – Experiences.5 – …..

1. Push - Same stuff, various channels

Live (conference) Web Podcast/Mobile

2. Extras - Same idea, stuff adapted to channels

Book Film Game

2. Extras - Same idea, stuff adapted to channels

Interactive TV Ads

In-commercial In-programPlay

2. Extras - Same idea, stuff adapted to channels

3. Bridges - Follow stufffrom one channel to the next

1ste uur

TV

2e uur

Internet

3. Bridges - Follow stufffrom one channel to the next

Superbowl commercial Website

4. Experiences - Discover stuff, do things with different channels, to be

4. Experiences - Discover stuff, do things with different channels, to be

Cross Media Quiz

The ICT Job - zilver “bestecross media campagne” Spinawards

Agency: Euro RSCG Amsterdam i.s.m. RhinoflyClient: AIVD i.c.w. Expertisecentrum Arbeidsmarktcommunicatie Rijk

Bridges

Pushed | Extras | Bridges| Experiences

Frequentie 1550 - Spinawards zilver “gaming concept”

Agency & client: Waag SocietyExperiences

Pushed | Extras | Bridges| Experiences

Agency: Dynamic ZoneClient: ROC van Amsterdam

Bridges

Pushed | Extras | Bridges| Experiences

Agency: Duval Guillaume Brussels Client: Overpoort Bowling Gent

Not Cross Media!Guerilla!

Pushed | Extras | Bridges| Experiences

We discover...The fifth type…

RelationBalance

RelevanceDistinctionImpact

Consumer involvementIntegrated team effortStamina

NEW

Books Toys / merchandise

Video Games

Board games Art

Movies / DVD’sConventions

5. Continuous - An everlasting exchange ofstuff and desires through the appropriated

channels based on a big idea

Clothes

Star Wars Galaxy > Virtual worldsStar Wars cook book

Who will be the firstbrand to go ‘continuous?’