10/22/12-IMMERSIVE MEDIA

MEDIA TYPES
Static
Dynamic
Immersive (the 3rd one and topic of today’s notes)
Environments (real or virtual)
Out of home; websites (the most common)
Involvement, exploration (all about the engagement)
Social tie-in
*tough to do well but if done well are very effective

REAL PLACES FOR IMMERSIVE ENVIROS
Lays Potato Chips
Key message: Fresher because the potatoes are grown locally
“Our potatoes are grown closer than you may think” (on the ceiling there is dirt and potato roots) the combo of the 2 makes the key message and makes it an immersive media type
Stove-Top Stuffing Mix
Key message: Satisfying
“Cold, provided by winter. Warmth, provided by us.”
Had bus station poster & had UV lights giving off heat
The combo made it an immersive environment
Volkswagen
Key message: “Acting responsibly can be fun” ---BRAND message
Commercial with the ‘fun’ garbage cans
Prius
Key message: Feel good about saving gas and saving the environment
Socially
Only a concept currently

REAL PLACES: GAMES
Monopoly City Streets
Actual streets
Nike
“Run to start”
REAL PLEACES: FACIAL PROFILING
REAL PLACES: REMOTE TEST

VIRTUAL PLACES:
GAMES
Smart-phone capabilities
Durex, “iPhone baby”
Doritos, Snack Strong
Prepare to bring snacking to a higher level

PRANKS
Dexter example
EVENTS
Sony Viao P-Series Lifestyle PC
Very small, light, fits into a handbag
Powerful; 3G wireless, GPS
Ideal accessory to any fashion ensemble
T-Mobile, “Life’s for Sharing”
Flash mob

IMMERSIVE MEDIA
Not information delivery, but involvement (making possible an experience)
User-directed (up to the person how much they want to be involved)
Do things
Exploration
Connects product/brand to everyday life and personal experience

CREATIVE TOOLBOX
Media types
Static
Dynamic
Immersive
Organizations
Headline/visual
Pitch
Story
Montage
Techniques
Visual metaphor
Synergy
Characters
Plot
Involvement, exploration

10/24/12

Campaigns; integrated marketing communication
Contexts and planning
Campaigns: Creative criteria
Integrated marketing communication

Planning and Context
Single ads never seen in isolation
Other ads for your product/service (don’t want to confuse your target markets)
Ads for your product/service in other media (don’t say one message in one media and then another in the other media) (EX: battery strong on TV and affordable on radio)
Ads for competitors’ product/service
Non-advertising media and mentions of your product/service (this could include news stories, magazines stories)
*1st 3 are for creating your campaign
*all 4 make up IMC (integrated marketing communication)

Campaigns
Many separate ads (necessity for all ads to be seen as a group)
Need continuity
Relationship between ads
You will have a lot of different elements and if you don’t plan adequately then it will not be successful
Similarities: visual, verbal, aural, attitudinal KEY THINGS FOR CAMP!

Visual similarity
Similar appearance
There can be variation/not look cookie-cutter
When people see one they can connect it to the other *
Layout
Typeface
Style of images
Use of formula in flexible way that makes similarity for your campaign

Verbal similarity
Content, key points
“voice”

Aural Similarity
Music, song

Attitudinal similarity
Perspective; stance toward
Brand personality

Integrated Marketing Communications
A strategic plan that connects all communication activities
Built around existing, compelling sotry/situation
Campaign criteria extended throughout all marketing communications
Public relations
Direct response
Events
Packaging
Digital
Promotions
Sponsorship
*IMC is a strategic plan that unifies all these things to make a unified voice * * The Zimbabwean * * Campaigns and IMC campaign continuity verbal, visual, aural , attitudinal similarities
IMC
Built around existing, compelling story or situation

10/29/12