A great example of how you can wrap your advertisement into a great entertaining story. this is soemthing people would happily share with their friends because it's funny. The fact that it is advertising car insurance stays in the background, but the brand will be remembered. So much more can be done with this campaign...
Over the past ten years or so, Transmedia has again and again been considered the “next big thing” without ever really breaking through into mainstream. Battlestar Galactica, the Batman series, or The Matrix were sporadic examples of innovative Transmedia entertainment plays, but only as of late, the proliferation of games, social media, and mobile platforms has given rise to a more widespread adoption of the concept.
Brand marketers in a variety of different industries are beginning to accelerate their multimedia production and distribution efforts. They're acting more like non-fiction storytellers and commercial publishers, as they create new forms of digital content.
The term Transmedia is becoming more and more prevalent as not only film makers, but marketers and advertising agencies are looking at the concept in order to find more innovative ways to market their clients products. With the proliferation of social media, the fact that less people are watching traditional TV and the increase of screens small and large that people engage in and interact with (at the same time) means advertisers need to adapt. Your advertisement can’t look like an ad any more or it will be ignored. It can’t just be on a single platform and it can’t be something people won’t want to share. Traditional advertising is very expensive and it doesn’t have the same punch as a well designed digital campaign. Campaigns need to be a mix of everything, online and offline.
One way that you can ensure brand recall is by pulling not pushing your product or service. It needs to be organic, wrapped into a concept or scenario that your target audience wants to see, read or listen to and they will want to share it with their friends. The key is story. Everybody loves a good story, wether that is told by a friend and how his/her weekend was or the latest installment of a TV series with lots of different acronyms ie. CSI, NCSI, WTF... I made the last one up, it’s not really a TV series....yet.. If you build a story world around your product and engage your audience with ideas that are relevant to your brand, but fit into the story organically, you will have a much better brand recall. It is not to be confused with branded entertainment or product placement. Your product is written into the story and fits perfectly, this is the key of the whole idea. It needs to be subliminal and not ‘in your face’ advertising or it won’t work and will put people off. There is an example of a car maker who’s car was used in an episode of a popular TV series and besides the lengthy close ups of the badge, the character who got the car as a present from their parents, happen to mention the brand name many many times, to a point where it was annoyingly obvious. I know that it would put me off that brand completely, so it would have the opposite effect to what was planned.
The greatest thing I like about this new concept is that anything is possible, there are no rules. The only boundary is your imagination.
"In this video Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company is the person responsible for leading global creative vision and strategy for the Company’s portfolio of global brands. In this video he explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives. Jonathan describes the challenge of content creation in an enlightening way, reminding us that “every contact point with a customer should tell an emotional story”.
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