An interactive campaign created for a fictional online dating service called LoveOnlineAndForever (MA Digital Media).

1. Interactive campaign ‘Juliet Calvert’
We propose a campaign, which combines guerrilla marketing with transmedia
storytelling. “Guerilla marketing uses unconventional means to promote a product,
attract attention, and create memorable encounters” (Blakeman 2011, p.199).
Transmedia storytelling means telling a story across multiple media. It is different from
telling one story repurposed for multiple media in that each platform contributes to the
overall story. Together, the stories across each media platform create a rich narrative
experience (Buckner and Rutledge n.d.; Long 2007; Gargan 2011; Demartino 2012).
The campaign would be ideal leading up to Valentine’s Day, but could be executed
at any time of the year. The core elements of this campaign are red (colour of love
(ColorMatters 2012)) binoculars with a white heart on it. In this white heart the
question ‘Have you found your love yet?’ is printed in black with the name
@julietcalvert. The @ refers to the Twitter name, but to make it more clear a small
Twitter logo is printed next to it. These red binoculars will be disseminated in cities
across the UK, mainly in expensive business districts (target group). The binoculars will
be given out to several newspaper offices and a few big binoculars will be placed in
upper class working areas in cities across the UK. State and local laws need to be
researched in this case or events should be cleared with city officials to make sure
LoveOnlineAndForever will not attract negative publicity (Blakeman 2011). The
purpose is to create curiosity among people. This unconventional method of advertising
will trigger people to find out more information about what these binoculars mean.
It will lead them to look up the Twitter name @julietcalvert, which will bring
them to the Twitter page of Juliet Calvert1. In the Twitter bio of Juliet Calvert people can
read that she is a ‘Mystery poem writer embarking on a treasure hunt for love’. She is
‘Looking for that missing piece’ and ‘Likes puzzles and New York’. Her profile picture
will be of an actress that is hired by us for this campaign. This profile picture includes
the logo of LoveOnlineAndForever, without the name. Currently, LoveOnlineAndForever
does not have a logo2. To make the Twitter profile look more real, it is important that she
has a few followers (they could be people from your company who do not publicly state
that they work for LoveOnlineAndForever) and that she follows some accounts as well.
Juliet Calvert’s Twitter feed displays a number of tweets; e.g. love quotes and facts about
New York. Furthermore, it contains tweets from Foursquare with a few locations where
she has given out the binoculars or where they are placed. Many of these tweets will use
the hashtag #findthatlove. The tweets to do with New York will use the hashtag
#winNYtrip. The most important tweet is the upper one, which states: “This article
helped me understand the concept of love. It might help you find what you are looking
for too: >link to blog post< #findthatlove”.
The link will lead to a blog post about romantic movies. In this blog post there are
a few words in red, which if placed after each other will give the text phrase “Find me on
Facebook Juliet Calvert”. This provides the audience with a new clue to look up Juliet
Calvert on Facebook.
On this Facebook page, the first post on her wall says that Juliet Calvert just
pinned a video to her board “Favourite videos”. This link is clickable and will lead you to
that post with the video on Pinterest. The video on Pinterest will lead to a YouTube clip,
which is the actual commercial for LoveOnlineAndForever, stating that love can be a
treasure hunt sometimes. It could however be so much easier. The benefits of using
LoveOnlineAndForever will appear and the Valentine’s Day event will be promoted. If
1
Juliet Calvert is a combination of the names Juliet from Romeo and Juliet and the name Calvert , which is the last
name of Rose in Titanic. Both are iconic lovestories and this might be a nice ‘Did you know’-fact for the making off.
2
For this brief we assume that LoveOnlineAndForever does not have a logo or that the current logo is not usable
anymore.

2. people unlock the Juliet Calvert badge on Foursquare (which will have to be created)
they can win a trip to New York. Finally, the logo will appear and the name of
LoveOnlineAndForever will be revealed. The tagline for this campaign will be repeated:
“It could be so much easier”.
The idea behind the campaign is an online scavenger or treasure hunt 3. The
recurring themes are the red binoculars, #findthatlove, New York and obviously Juliet
Calvert herself. A visual representation of the campaign and commercial can be found in
Appendix A and B.
Logo
LoveOnlineAndForever will need a graphic logo, which is distinctive, easily recognizable
and memorable. Creating a unique logo, will give LoveOnlineAndForever a personality.
Logos are important for brand identity and can help audiences recognize the brand
instantly (Blakeman 2011; Smith and Zook 2011). During the campaign the audience
will be exposed to this logo, so that the audience will become familiar with it. In the end
of the campaign the logo will be linked to LoveOnlineAndForever and its website.
Website and social media
Besides the campaign it is also essential that the website of LoveOnlineAndForever is
clear and pleasant to use. Is the website classy, visually attractive and engaging? Does it
offer information that the target audience is looking for and is it presented in an
interesting way? (Middleton 2010). These are all questions that are of significant
importance when it comes to the website. If potential consumers go to the website after
having seen the campaign and then cannot find what they are looking for, it will make
them go to the competition.
Furthermore, presence on social media platforms can help create buzz around
the brand LoveOnlineAndForever and can be a convenient channel for customer service.
Given the fact that 98 percent of online UK population uses social networks, it is
important not to dismiss social media (comScore 2011). We suggest Facebook and
Twitter as the main channels, because they are currently the most popular (Sparkes
2011; eBiz 2012) and they have proven to work well for customer service. Apart from
answering questions, LoveOnlineAndForever can also provide good content that is of
interest to the target audience on these networks. It is important to speak in a
distinctive voice and that this message is unified on the web, Twitter, Facebook etcetera
(Young 2011). Lovestruck is a good example in this case: they talk in a fun and a slightly
ironic way to their consumers, which has already led to 22.470 followers on Twitter (as
consulted on the 8th of May 2012). A well working mobile version of the website or
application is also needed given the fact that surfing the web on mobile phones is on the
rise (Rushton 2011).
3
The idea behind this campaign is based on the concept of the ‘Ten-minute transmedia experience’ at SXSW. The
outline of this session can be read here: http://www.thingstheydont.com/2010/03/why-transmedia-is-next-social-
media.html. The campaign is explained in more detail in this post: http://nomimes.com/newsblog/category/meta/.

3. Appendix A: The Juliet Calvert campaign
The red ‘Juliet Calvert’ binoculars

4. The binoculars will be handed out in several business areas, An indication of how the bigger binoculars could be placed in cities
including tube stations. The photo portrays female promotional across the UK. For this photo the binoculars are placed at Trafalgar
workers, but the binoculars will also be handed out by male square in London.
promotional workers.

5. .

10. Appendix B: The Juliet Calvert commercial
1. Short film clip of Juliet Calvert looking through the red 2. Love can be a treasure hunt sometimes.
binoculars.
3. It could be so much easier. 4. Next, the advantages of using LoveOnlineAndForever will be
shown in short film clips. Personal matching.

11. 5. Luxury events. 6. Holidays and romantic trips.
7. Come to our Valentine’s event on the 14th of February in your 8. Unlock the Juliet Calvert badge on Foursquare and
city. #findthatlove.

12. 9. O, and you could win a trip to New York. 10. We advise you to find that love first though.
11. The logo* of LoveOnlineAndForever, which is also shown on 12. It will now be revealed that LoveOnlineAndForever was the
the profile pictures of Juliet Calvert, will appear. creator of this campaign.

13. 13. The commercial will finish with a clip of Juliet Calvert saying
the tagline of the campaign: It could be so much easier.
*The logo shown in the visual representation of this campaign
and the commercial was for visualization purposes only. The
final logo for LoveOnlineAndForever Ltd. will be created by a
professional design agency.