(what's) cross media
DESCRIPTION
Joost van de Loo and Martijn C. Nieuwenhuis gave a (small) presentation for the IAA about Cross Media on the 8th of May. What's it anyway?TRANSCRIPT
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?’