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The future of Integrated
Ideas
2 April 2012
Learning the art of transmedia story telling
1
http://farisyakob.typepad.com/
2
1.  Media fragmented and attention dispersed
2.  From ‘media scarcity’ to ‘attention scarcity’
3.  Need for pulling strategy rather than pushing strategy
From‘Push’to‘Pull’
3
Integrated idea is:
One Big communication idea aimed at
creating an organizing thought, adapted and
iterated across all communication touch
points.
There is no adds-on nor evolutions to the idea.
Integrated planning is an adaptation of advertising to today’s
world, not a true evolution to the new environment we face
4
21An idea doesn’t exist without
execution. Execution in a
particular media is
inseparable from strategy
Social relationships help shape
our opinions.
Consumers are media!
Two ignored realities
Russell Davies Mark Earl
‘Herd.The inner truth about who we
are’
5
We need a new approach that
helps us to embrace the
complexity of the new media
landscape and to take advantage
of some already existing
multimedia consumption
behaviors
6
Transmedia story-telling is inspired
by the video game and movie
industries
‘Converge culture: where old and new media collide’; H. Jenkins
7
To get the full story,
you need to collect
part of it from
different media.
And because it’s
hard for a single
individual to do it,
connecting the
dots becomes a
social activities
8
Think like a book,
where each
chapter is a slice of
a story
communicated
through a different
medium
9
Media neutral
Integrated Idea
Transmedia
Transmedia Idea
A new planning principle…
10
From a Copy Ad…
…that you can see in a magazine
To a Brand Storyline…
…which traverses multiple media and
social networks
Transmedia is an approach to storytelling which utilizes multiple platforms in order to
create meaningful user experiences and  maximize engagement
…that opens the opportunity for a new
breed of messages
An idea that’s reiterated in
different media (often dictated by
budget)
A story narrated through
different channels, inspiring brand
conversations
11
Integrated is made to fill in
media spaces not to
fuel conversations12
What if …
….people could pull off brand
stories themselves?
13
“Consumer generated
stories outnumber
Coca-Cola company
generated stories”
14
Integrated Idea =
Big Idea
Target Audience
Mass media dominance
Big ad produced
Consistency is key 15
Transmedia idea =
Multiple ways (ideas) to
express it
Multiple crowds
Infinite meeting places
Many contents produced
Coherency is key 16
We have to deal with a new relationship
between content, consumers and
channels
17
Shifting brand communications to:
Building non-linear stories
Involving crowds to build-up the narrative
Feeding flows of information everywhere
18
This is Transmedia Planning
19
Will it be enough?
20
In a digital world that’s growing
exponentially, brand story telling,
even if generates interest and
engagement will never be enough
Face-to-Face vs Facebook
Digital is an artificial reality.True relationships are
real,when it comes to people as well as brands.
“We want to ‘feel’ it”
“don’t forget that staging a brand experience is
more important than just talk”
Not without an‘experiential’
component in it
21
“The key is to produce
something that both pulls people
together and gives them
something to do”
22
The world’s gone 3D.Did we?
analog
digital
persuasive
engaging /participative
involving/immersive
23
Er, concretely, how to pull this together?
How can we create a framework, a
structure, a process around a non-
linear story telling?
24
NETWORKING
“FEELING IT”
AUGMENTING
REALITY
“DIGITALLY-
SENSED”
GETTING REAL
ONLINE REALWORLD / OFFLINE
Each phase
increases the
intensity of their
shared
experience
The cycle
never stops
since new
material is
constantly
in flow
They constantly
digitally capture,
store, and share
emotions and
experiences
The 4 Phases of a digitally enhanced life
ONLINE
1
2
3
4
25
This first phase marks the UEs
use of their online networks as
a “control tower” and “help
desk”
to get the most out of them
This second phase is a
transition from the online
into the offline, or from
digital to the real world
This fourth phase
completes social circle’s
cycle with the sharing
and augmentation of their
offline experiences
This third phase is the real
world, the streets, the un-
rehearsed
and raw fully sensorial and
immersive
NETWORKING
AS LIFE MANAGER
“GETTING REAL”
HUB
“FEELING IT”
AUGMENTING
REALITY
TRANSITION TO OFFLINESTARTS ONLINE BACK TO ONLINE
OFFLINE
IMMERSION
The underlying thread that connects all 4 phases.
It’s triggered each time they are offline and want to capture material to be send back to the
online
CONNECTIVE TISSUE
DIGI-SENSES
26
4
3
2
1
Hook up and
Reward tribes
Ignite Brand Stories
Go‘live’
Amp it up
27
1Ignite Brand stories
“There are no low interest categories – so even washing powder can develop
interesting narratives – the question is then making sure they are the right
narratives for your audiences”.
Richard Hungtington
Brand stories are inspired by existing conversations, pop culture, insights
or news.They are a huge portfolio of ideas that are true to your brand DNA.
They must be unique to your category to truly differentiate your brand
from its competitors.
28
2.1
Hook-up Tribes
One you know what to say, understand your audience behaviors, where they
are, what they read and start seeding it in multiple environments and formats.
Be nimble. Explore multiple devices.
It doesn’t end here, now it’s time for you to gather data, feed-back and iterate
new content based on the knowledge you built in the first place.
You are not doing one bit TV spot or campaign anymore, you are chatting so go
on, talk, learn…Converse in many formats and places to extend your reach.
Give them some room to do the talking as well.
29
2.2
Reward
As soon as someone start engaging with your brand story, there must be an
instant gratification for them.
This will likely generate a snowfall effect and increase the odds content gets
viral. If there is nothing in it for them, well, nothing will happen.
Reward can be an access to someone famous, a sneak preview, a game, and
maybe a coupon…Ask them what they would like! But whatever it is, make sure it
comes as soon as possible after engaging with the brand.
30
3Go‘live’
You are now talk-worthy.
But that’s not enough.Today’s consumers are media savvy and they don’t like brand
that don’t walk the talk.They want to ‘feel it’
Brands don’t leave only in conversations.They need to do more. People expect to do
more. In fact… Great social media campaigns are driven by brands that are verbs
“This is intuitive – if brands are a promise, and a promise must be a verb, then
brands must verbs” Russ Lidstone
31
4Amp it up
Remember your consumers are your best media channel
Sharing means for them amplifying the moment
If the brand experience is engaging and rewarding they will want to share with their
friends.
Facilitate it. Create easier way to share the experience, help them capture those
moments, build digital places where the fun can continue.
32
http://www.youtube.com/watch?v=LqwDqN7LNsc
All kind of ‘experiential activities used to be an expensive, nice to
have, way to reward your brand fans.
They used to cost money, offer low exposure and don’t last.
Today they can be the pivotal point of your yearly marketing plan.
Providing long lasting communication exposure and allowing higher
reach through consumer sharing.
33
Examples
34
35
NETWORKING
AS LIFE MANAGER
“GETTING REAL”
HUB
“FEELING IT”
AUGMENTING
REALITY
http://creativity-online.com/work/nike-
write-your-future/20466
Seeding the
campaign on FB and
YT
Enjoy the TVC Live the Event
Amplify the
excitement
http://www.youtube.com/watch?v=XfzLkgtlhBU
36
From Integrated:
Missing social relationships
Short term vision
See consumers as individuals, not social beings (consumers are media!)
Users need to be exposed to several pieces to get the message
Ignore that media are better at different things
One-way story telling
The brand is one message across all media
Consumer touch points are paid
Sell an idea
People are simple
Think flat, straight
37
To Transmedia:
Built on social relationships
Long-term vision
See consumers as a social beings (and media agent!)
Use each media in many different ways – not one media, one message.You are not bending
media to fit an idea
Each channel is strong enough to live on its own
Multiple stories told
The brand story aggregates stories across all media
Consumer touch points are earned
Sell a crowd of like-minded folks
People are complex, nuanced
Think layer
38
The future is…now
Transmedia is happening today. People are searching and putting
together stories among brands and products in your category.There is
room for you to turn these behaviors into effective communication assets
that will drive sales, acquisition and retention.
It is challenging. It is complex. But the game has changed, just as the way
we are crafting advertising should change.
39
Questions
40

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The future of integrated campaigns: the art of transmedia planning

  • 1. The future of Integrated Ideas 2 April 2012 Learning the art of transmedia story telling 1
  • 3. 1.  Media fragmented and attention dispersed 2.  From ‘media scarcity’ to ‘attention scarcity’ 3.  Need for pulling strategy rather than pushing strategy From‘Push’to‘Pull’ 3
  • 4. Integrated idea is: One Big communication idea aimed at creating an organizing thought, adapted and iterated across all communication touch points. There is no adds-on nor evolutions to the idea. Integrated planning is an adaptation of advertising to today’s world, not a true evolution to the new environment we face 4
  • 5. 21An idea doesn’t exist without execution. Execution in a particular media is inseparable from strategy Social relationships help shape our opinions. Consumers are media! Two ignored realities Russell Davies Mark Earl ‘Herd.The inner truth about who we are’ 5
  • 6. We need a new approach that helps us to embrace the complexity of the new media landscape and to take advantage of some already existing multimedia consumption behaviors 6
  • 7. Transmedia story-telling is inspired by the video game and movie industries ‘Converge culture: where old and new media collide’; H. Jenkins 7
  • 8. To get the full story, you need to collect part of it from different media. And because it’s hard for a single individual to do it, connecting the dots becomes a social activities 8
  • 9. Think like a book, where each chapter is a slice of a story communicated through a different medium 9
  • 10. Media neutral Integrated Idea Transmedia Transmedia Idea A new planning principle… 10
  • 11. From a Copy Ad… …that you can see in a magazine To a Brand Storyline… …which traverses multiple media and social networks Transmedia is an approach to storytelling which utilizes multiple platforms in order to create meaningful user experiences and  maximize engagement …that opens the opportunity for a new breed of messages An idea that’s reiterated in different media (often dictated by budget) A story narrated through different channels, inspiring brand conversations 11
  • 12. Integrated is made to fill in media spaces not to fuel conversations12
  • 13. What if … ….people could pull off brand stories themselves? 13
  • 14. “Consumer generated stories outnumber Coca-Cola company generated stories” 14
  • 15. Integrated Idea = Big Idea Target Audience Mass media dominance Big ad produced Consistency is key 15
  • 16. Transmedia idea = Multiple ways (ideas) to express it Multiple crowds Infinite meeting places Many contents produced Coherency is key 16
  • 17. We have to deal with a new relationship between content, consumers and channels 17
  • 18. Shifting brand communications to: Building non-linear stories Involving crowds to build-up the narrative Feeding flows of information everywhere 18
  • 19. This is Transmedia Planning 19
  • 20. Will it be enough? 20
  • 21. In a digital world that’s growing exponentially, brand story telling, even if generates interest and engagement will never be enough Face-to-Face vs Facebook Digital is an artificial reality.True relationships are real,when it comes to people as well as brands. “We want to ‘feel’ it” “don’t forget that staging a brand experience is more important than just talk” Not without an‘experiential’ component in it 21
  • 22. “The key is to produce something that both pulls people together and gives them something to do” 22
  • 23. The world’s gone 3D.Did we? analog digital persuasive engaging /participative involving/immersive 23
  • 24. Er, concretely, how to pull this together? How can we create a framework, a structure, a process around a non- linear story telling? 24
  • 25. NETWORKING “FEELING IT” AUGMENTING REALITY “DIGITALLY- SENSED” GETTING REAL ONLINE REALWORLD / OFFLINE Each phase increases the intensity of their shared experience The cycle never stops since new material is constantly in flow They constantly digitally capture, store, and share emotions and experiences The 4 Phases of a digitally enhanced life ONLINE 1 2 3 4 25
  • 26. This first phase marks the UEs use of their online networks as a “control tower” and “help desk” to get the most out of them This second phase is a transition from the online into the offline, or from digital to the real world This fourth phase completes social circle’s cycle with the sharing and augmentation of their offline experiences This third phase is the real world, the streets, the un- rehearsed and raw fully sensorial and immersive NETWORKING AS LIFE MANAGER “GETTING REAL” HUB “FEELING IT” AUGMENTING REALITY TRANSITION TO OFFLINESTARTS ONLINE BACK TO ONLINE OFFLINE IMMERSION The underlying thread that connects all 4 phases. It’s triggered each time they are offline and want to capture material to be send back to the online CONNECTIVE TISSUE DIGI-SENSES 26
  • 27. 4 3 2 1 Hook up and Reward tribes Ignite Brand Stories Go‘live’ Amp it up 27
  • 28. 1Ignite Brand stories “There are no low interest categories – so even washing powder can develop interesting narratives – the question is then making sure they are the right narratives for your audiences”. Richard Hungtington Brand stories are inspired by existing conversations, pop culture, insights or news.They are a huge portfolio of ideas that are true to your brand DNA. They must be unique to your category to truly differentiate your brand from its competitors. 28
  • 29. 2.1 Hook-up Tribes One you know what to say, understand your audience behaviors, where they are, what they read and start seeding it in multiple environments and formats. Be nimble. Explore multiple devices. It doesn’t end here, now it’s time for you to gather data, feed-back and iterate new content based on the knowledge you built in the first place. You are not doing one bit TV spot or campaign anymore, you are chatting so go on, talk, learn…Converse in many formats and places to extend your reach. Give them some room to do the talking as well. 29
  • 30. 2.2 Reward As soon as someone start engaging with your brand story, there must be an instant gratification for them. This will likely generate a snowfall effect and increase the odds content gets viral. If there is nothing in it for them, well, nothing will happen. Reward can be an access to someone famous, a sneak preview, a game, and maybe a coupon…Ask them what they would like! But whatever it is, make sure it comes as soon as possible after engaging with the brand. 30
  • 31. 3Go‘live’ You are now talk-worthy. But that’s not enough.Today’s consumers are media savvy and they don’t like brand that don’t walk the talk.They want to ‘feel it’ Brands don’t leave only in conversations.They need to do more. People expect to do more. In fact… Great social media campaigns are driven by brands that are verbs “This is intuitive – if brands are a promise, and a promise must be a verb, then brands must verbs” Russ Lidstone 31
  • 32. 4Amp it up Remember your consumers are your best media channel Sharing means for them amplifying the moment If the brand experience is engaging and rewarding they will want to share with their friends. Facilitate it. Create easier way to share the experience, help them capture those moments, build digital places where the fun can continue. 32 http://www.youtube.com/watch?v=LqwDqN7LNsc
  • 33. All kind of ‘experiential activities used to be an expensive, nice to have, way to reward your brand fans. They used to cost money, offer low exposure and don’t last. Today they can be the pivotal point of your yearly marketing plan. Providing long lasting communication exposure and allowing higher reach through consumer sharing. 33
  • 35. 35
  • 36. NETWORKING AS LIFE MANAGER “GETTING REAL” HUB “FEELING IT” AUGMENTING REALITY http://creativity-online.com/work/nike- write-your-future/20466 Seeding the campaign on FB and YT Enjoy the TVC Live the Event Amplify the excitement http://www.youtube.com/watch?v=XfzLkgtlhBU 36
  • 37. From Integrated: Missing social relationships Short term vision See consumers as individuals, not social beings (consumers are media!) Users need to be exposed to several pieces to get the message Ignore that media are better at different things One-way story telling The brand is one message across all media Consumer touch points are paid Sell an idea People are simple Think flat, straight 37
  • 38. To Transmedia: Built on social relationships Long-term vision See consumers as a social beings (and media agent!) Use each media in many different ways – not one media, one message.You are not bending media to fit an idea Each channel is strong enough to live on its own Multiple stories told The brand story aggregates stories across all media Consumer touch points are earned Sell a crowd of like-minded folks People are complex, nuanced Think layer 38
  • 39. The future is…now Transmedia is happening today. People are searching and putting together stories among brands and products in your category.There is room for you to turn these behaviors into effective communication assets that will drive sales, acquisition and retention. It is challenging. It is complex. But the game has changed, just as the way we are crafting advertising should change. 39