Hey,
I found an inspiring link: http://www.crossmedialog.nl/ .
Especially this video
vrijdag 13 november 2009
What is Cross Media?
Different kinds of media platforms can be used in order to promote a product or idea.
It is obvious that using more platforms will lead to a broader campaign and therefore more people will be reached. However, using a few platforms and combine – cross – them wisely will save a lot of money. Ideal is the situation when the target group itself becomes the media platform (interactive).
There are some basic principals for crossed media. A few will be summed up below, followed by some examples.
- Using different media platforms to promote the same product or idea.
- Offering al kind of extra’s which will differ from the main product or idea, but there is clearly a connection.
- The target group itself will be used as a platform to promote the main product. For example by telling a rumour, creating an outrage or starting a trend. (free promotion – producer “hands-off”).
- A combination of the above.
EXAMPLE 1
TNT TRY NOW
This year TNT launched a new service; TNT Try Now.
This service offers consumers to try a product for free. Using the internet, tv, advertising posters and brochures, the consumer is able to order free samples though sms.
The service is an “extra” TNT offers. The main goal is probably to promote the brand TNT. By making it free, the consumer will browse the internet looking for free samples an will tell friends about this service. Through this the consumer becomes a media platform itself. Also other brands are willing to cooperate.
The result is free promotion for TNT.
http://www.tntpost.nl/overtntpost/nieuwspers/commercials/
EXAMPLE 2
OHRA - BASSIE
Free promotion by creating an outrage.
EXAMPLE 3
KPN - GOEIEMOGGEL
Free promotion by starting a trend
It is obvious that using more platforms will lead to a broader campaign and therefore more people will be reached. However, using a few platforms and combine – cross – them wisely will save a lot of money. Ideal is the situation when the target group itself becomes the media platform (interactive).
There are some basic principals for crossed media. A few will be summed up below, followed by some examples.
- Using different media platforms to promote the same product or idea.
- Offering al kind of extra’s which will differ from the main product or idea, but there is clearly a connection.
- The target group itself will be used as a platform to promote the main product. For example by telling a rumour, creating an outrage or starting a trend. (free promotion – producer “hands-off”).
- A combination of the above.
EXAMPLE 1
TNT TRY NOW
This year TNT launched a new service; TNT Try Now.
This service offers consumers to try a product for free. Using the internet, tv, advertising posters and brochures, the consumer is able to order free samples though sms.
The service is an “extra” TNT offers. The main goal is probably to promote the brand TNT. By making it free, the consumer will browse the internet looking for free samples an will tell friends about this service. Through this the consumer becomes a media platform itself. Also other brands are willing to cooperate.
The result is free promotion for TNT.
http://www.tntpost.nl/overtntpost/nieuwspers/commercials/
EXAMPLE 2
OHRA - BASSIE
Free promotion by creating an outrage.
EXAMPLE 3
KPN - GOEIEMOGGEL
Free promotion by starting a trend
donderdag 12 november 2009
Chosen theme: Enjoying the chaos
Today, friday 13th of november, we chose a theme. We analysed the themes and its description and discussed what we liked and disliked. We found themes like 'Succes or fiasco' and 'Knowledge' as too direct and too formal whereas 'Arrival vs Departure' was a bit too vague. The theme 'What was there before' was too limited in its possibilities. Especially after reading the example solution.
The remaining three themes we found quite interesting (East meets West, Honor the old value the new, Enjoying the chaos). We came up with some first ideas during this discussion like a Delft Berlin Wall put together by parts that are demolished for the Spoorzone (irenetunnel grafitti walls, facades, stairs etc.). This idea is an obvious 'East meets West' idea. On the other hand it is somewhat 'Honor the old, value the new' and 'Enjoying the chaos' as well. Further discussions led to more overlaps between themes.
In the end we chose 'Enjoying the chaos' because we saw this as an overlap of the other two themes thus most promising because of its many possibilities.
The remaining three themes we found quite interesting (East meets West, Honor the old value the new, Enjoying the chaos). We came up with some first ideas during this discussion like a Delft Berlin Wall put together by parts that are demolished for the Spoorzone (irenetunnel grafitti walls, facades, stairs etc.). This idea is an obvious 'East meets West' idea. On the other hand it is somewhat 'Honor the old, value the new' and 'Enjoying the chaos' as well. Further discussions led to more overlaps between themes.
In the end we chose 'Enjoying the chaos' because we saw this as an overlap of the other two themes thus most promising because of its many possibilities.
woensdag 11 november 2009
Brainstorm
After choosing our theme for this project: enjoying the chaos, we started a brainstorm to get into the theme. The brainstorm lead to some interresting possibilities. As we where storming on we notiched there are three clear ways of dealing with the chaos created by the building activities. You can hide the chaos; this is what is happening at most building sites now. Putting screens around the 'ugly' sites and such. On the other hand you can use the chaos, drawing attention to it. In this way you can clearify what is going on, what is going to change and maintain possitive aspects of the situation now. A third way of dealing woth the chaos s a bit more adventureous. You can try to enlarge the chaos, for example by creating a maze within the building chaos wherein the visitors can explore an discover. Or shooting the newest war movie in the destructed zone.
We tried to order the outcome of our brainstorm session, but this is of course a very tricky thing to do. Many ideas can't be put in one box. For example there was an idea of using the old 'grafitti'walls of the tunnel to make a wall symbolising the separation the old trainline made. On one hand this creates more chaos, there is another obstruction. But on the other hand it makes clear the Irene-tunnel will also disappear; everyone recognizes the grafitti art.
I'll try to put the scans of hour brainstorm session on this blog so there a connection between this text and the brainstormsheet.
We tried to order the outcome of our brainstorm session, but this is of course a very tricky thing to do. Many ideas can't be put in one box. For example there was an idea of using the old 'grafitti'walls of the tunnel to make a wall symbolising the separation the old trainline made. On one hand this creates more chaos, there is another obstruction. But on the other hand it makes clear the Irene-tunnel will also disappear; everyone recognizes the grafitti art.
I'll try to put the scans of hour brainstorm session on this blog so there a connection between this text and the brainstormsheet.
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