The success of this campaign can be explained using a cybernetic communication model for advertising
Social media communication_lecture_2012
Social Media & Communication Janine Sykes Creative Advertising
AimTo engage in current (academic & industry) debates, surrounding the impact of new media on communication and creativity.
LinkA History of Advertising lecture focus:• Impact of technological progress of colour printing the start of creative advertising.• Relationship of advertising & newspapers.
Take away• Understand distinctions between mass and new media.• Understand shifts in aspects of advertising strategy.• Speculate the implications of New Media on creativity• Think about impact on the role of the creative• Create own notes process information
What is new media ?‘…media that work not through persuasion or impressions but through engagement and involvement. If we stick with the old [Mass Media] model, we squander all the possibilities of the new media ecosystem ‘(Sutherland, 2009)Rory Sutherland, former president of the IPAand Vice Chairman Ogilvy UK
Back to the beginning • 1880s colour illustrations Lever’s context (b1851) reproduced in magazines. Height of the Empire. 1885 Lever Bros est. International trade • 1890s reproduction of International exhibition. Prompted large-scale paintings possible. colour printing. • Beginning of creative Ad boom 1860s fuelled by advertising boom tax reliefs • Colour posters [art] & soap Pre-packaging technology for the masses 1860sLord Leverhulme (1920) Augustus John,Oil on canvas, Lady Lever Gallery
Advertising Strategy Emotive• Required speaking to the masses• Global print campaigns• Imagery of Britannia & Royalty suited all domestic and imperial markets• High-feeling strategy
High Feeling Strategy Today• Remember Reach Campaign (2010)• Collaboration AgencyTwoFifteen and AKQA• Launch film Birth of a Spartan announce Reach Beta.• Interactive website robot creates light sculpture Spartans• Each pieced spot represents a person (image)• 3 x films prior and 4th film released after site debut• Doomed planet (films) 700 million Spartans fight to end• High-feeling strategy: loss, hope & remembrance• Break with past: audience involved emotionally, creatively and part of ads• (creativity-online.com, Diaz, 2010)
Old & new communication models• Old: transmission new media based• Transmit ideas to an on...(ICTs) such as the audience internet and cell• New: cybernetic phones, invite us to think in exciting new• Engage with an ways about advertising, audience as an industry and...• Via computer communication process (mediated (Spurgeon, 2008) communication) CMC.
New Media Model• Advertising & New Media (Spurgeon, 2008)• Shift from Mass to My media• More targeted (mobile)• Audience involvement:• (a) voluntarily passing viewing ads (virals)• (b) creating spoofs or filming events• More personalised
Viral; unpaid Advertising• One distinction between old & new media• Voluntary viewings (video viewings online)• Forced viewings (TV or Print)• Definition unpaid peer-to-peer communication of [provocative] content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others’. Southgate, et al, 2010, p350.
New way of communicating Truth Matters Campaign 50,000 Client The independent James Murdoch news May elections 2010 Sent to friend Virals (ads) becoming part of our conversations BMB after labour account Entertaining creative = old New = dialogic From talk about to talk with Trevor Beattie (BMB) Hello Boys & FCUK
Two Conversations Three Little Pigs viral 992 Ref recession & riots Agency BBH Client The Guardian TV & Print Celebration of NM itself; citizen journalism, open platform collaboration. Idea ‘transform brand’ from old mass media to; global news hub. ‘modern news is dynamic, participative with open dialogue’ (Gonsalves, 2012) Head of Strategy, BBH London
Conversation three Invisible Children campaign• R4 ICC Congo warlord Lubanga guilty 30yrs• ‘The ICC … first arrest warrant in 2005 … Joseph Kony www.bbc.co.uk (2012)• March 5th released• 3 days 26 m views. 5th 63 m• Oprah Winfrey tweet 5th Mar• 9.7m followers• ‘the most successful manipulation of our new media ecosystem to date’ (Naughton, 2012)• NM changing teaching & learning
Communication buzzPre –testing propagationIndicate (surveys) likelihood to pass on or recommend.Dependent on seeding, scale of placementFindings by Southgate, et al, 2010Hegarty, 5th March 2009 ‘What makes good work Xbox pre-test propagation (viewings & feedback) later banned TV. Viral success.T-partay 5.8 m front page news NY Times
Cybernetic communication modelCybernetics is the study of systems.Can be applied to any system such as mechanical, biological and more complex social systems.
Cybernetic Model of advertising communication(Miles, 2007)
Beattie The Big Creative Idea• Internet biggest idea since the wheel• Enables lots of small ideas to circulate• ‘that combination of a trillion little ideas is in itself the biggest idea there is...I think we are at the most interesting point of communications history ever...’ (2010, LCA)• More is more• Digital media convergence opens up opportunities for creatives. E.g Moon
Viewer-generated content• Case-study Coke-Mentos• Viewer-generated advertising worth US$10 million to Mentos ‘more than half its annual advertising budget’ (Spurgeon, 2008, p1)• New media threatens the top-down communication model• Audiences are actively managing media culture
Creating a dialog• Paul Burns (TBWA) ‘talking with audience’• 40 million• Old Spice• Responding to a Tweet• The making of Old Spice: copywriter & art director Craig Allen & Erik Kallman W & K• Tweetedia
10 reasons why this is the best time to be in advertising• An audience with Sir John Hegarty, 25.3.10• No. 1 Agencies can innovate e.g NYC tourism campaign• The idea character of NYC = street culture= street musicians.• Linked 2 campaigns Dig Out Your Soul. New album tracks released to NYC street musicians to play• Announcements made websites with Google maps• Performances video recorded (fans) & uploaded YouTube.• Caused buzz music press = global• Creatives collaborated directly with NYC street musicians• TA helped to create & distribute content
Audience judges creativity• November 2010• Departure from conventional advertising awards• YouTube Ad of the Year chosen by viewers• Panel of judges shortlist the most creative and innovative ads• Embrace Life (winner) E
The Third Screen• Mobile phones will soon become the greatest tool for persuasion, more so than any other medium for advertising. (Fogg, 2003)• Fastest growing markets in the creative industries (Mobile Learning Conference 2009 1st Dec, 2009, London)
The Kairos factor• Fogg (2003) primarily due to their kairos factor:• The principle of presenting the desired message at the opportune moment.• Location• Routine• Goals• Tasks• Okazaki article (2009)
The Promise of Mobile• In 10 years, virtually the entire media ecosystem has changed...and nowhere is the drive happening any faster...with the third screen (Precourt, 2009, p1)• Mobile advertising will become the fastest growing promotional channel• The world’s most ubiquitous computer• JAR (2009)
What is the impact of new media ?• On the advertising agency Social Media Week Feb• Industry debate. 2012 Brass (Headingly)• Mashup 09 Defining the Future of Creative Services• “Structuring the company 17th Feb 2012 Creatives to be social from the inside channel IPA website. is necessary’ Patrick (2009) ‘Advertising is such a http://blog.mashupevent.co limiting title now Andy m/ Fowler (ECD) Brothers & Sisters• Digital creatives (third role) Impact NM a third layer• Work with AD CW communication
Putting brands in people’s hands Philosophy of Brothers and Sisters No Medium is dying e.g. Print Media different role in a ‘narrative’ Traditional ‘announcements’ Levis Go forth beautifully crafted photography Wrangler jeans interactive site like Remember Reach NM up-close and tactile Craft creatives more important than ever Golden age
Levi’s Go Forth Campaign Highly crafted film & photography Website Global Go Forth Campaign Wieden & Kennedy Launch film Facebook Cinema, then TV Print ads photography Ryan McGinley
Future Nike as the future = digital sport Give people tools To make life more enjoyable Google & Facebook model Nike plus – how run record Nike grid – training aid into ‘game’ London transformed game-board postcodes runs recorded & compared against others Overlay of experiences
Fowler’s conclusion impact of NM Pre-NM (1) Announcement Talk to audience told them to buy (2) product
Middle Layer Announcement old Media The experience Middle Layer New Media sample product in a virtual way Product
Creatives creativity big ideas remain important Craft remains important
New model of Creativity• Larger teams • Hegarty & Beattie• Collaborative (2010) creativity (Sawyer, • Shift 2008) • Case Study• ebrainstorming • Giant Hydra• Collaborative online Creativity: eStudio• Omnium project
I deeply respect … Bernbach’s idea of pairing artdirectors and copywriters...but it’s flawed for modern times...Today a campaign could include anything from aninteractive game, to a social media platform, to anonline show, to an interactive television commercialon Twitter.It’s our job as agencies to be open to newcombinations, new methods...Mass is More, by Ignacio OreamunoPresident of Giant Hyrda
Online Conversations (dialogic)• Conversation leads to flow, and flow leads to creativity Sawyer (2008) p43.• Research shows the design process is enriched by online conversation rather than just relying on visuals.
Creative elearning• Own research COC• Creative advertising students• Professional advertising creatives(LQ10) Do you agree that the discussion forums and chat rooms are appropriate spaces for supporting ideation? 65% of Level 4 agreed, whereas only 33% of Level 6 agreed, giving an overall total 49%.(PQ8) Are discussion forums and chat rooms (as well as face-to-face) supportive to collaborative brainstorming and idea generation activities within the agency studio? 81% positively.
enhanced advertising• Ciarallo, J (2012)• Takes the best of:• Print (magazines) ads large- format imagery• TV ads video content• Email marketing (guaranteed delivery)• Newspaper ads (locally tailored and delivered content)• Social (worlds social graph) flexible advertising offering
Facebook Reachn Reach generatorn Re-launched advertising platform (Feb, 2012)n Content and ads samen Socially enabled adsn Paid posts reach 75% fans monthlyn More than doubling reach• More Engagementn Exposing posts to friendsn Who in turn will engage
Facebooks Social Brands Timeline introduced Imagery, video, games and text Customer service option one-to-one communication with brands possible. Buddy Media
Brass Got2b Social Andrew Brown Media studies web design Largest independent outside London Social Strategy D&AD Got2b hair product YouTube product demonstration Birdboy Parkour free running athlete. Invited to London to Parkour Jam Created filmed placed on Got2b YouTube channel Birdboy generated an online buzz.
Social Ribena• Goodness & British provenance Reach beyond old media People make content Creatives provide opportunity Competition Ribena farm holiday Film family activities Berry Mixer web music app Place Facebook Mumsnet New campaign competition free music downloads and festival tickets Brass case study
Impact of NM Conclusions1. Shift from old to old & new media2. Entertainment more enhanced3. Blurring communication, entertainment, education creators, producers, consumers & professional roles4. New models communication, creativity & agencies5. Third layer experiential, engaging, social & tactile6. Golden age of creativity – embrace it.7. New skill-set work collaboratively on and off line8. Creatives LCA Ad, Photo, Fashion, DFGA, Graphics9. Old Media had a beginning. Narrative of New Media open.
Thank you for listeningYou are welcome to download Moodle Enjoy
Bibliography• Gonsalves, J. ‘How The Guardian And The 3 Little Pigs Hope To Keep The Wolf From The Door’ BBH Labs 2nd March, 2012 [online] http://bbh-labs.com/(accessed (15th March 2012)• Naughton, J (2012) ‘After Kony, could a viral video change the world?’ The Guardian 10th March http://www.guardian.co.uk/world/2012/mar/10/kony-viral-video-change-world?newsfeed=true [online] accessed 16th March 2012• Fogg, B. J. (2003) Persuasive technology: using computers to change what we think and do• Spurgeon, C. (2008) Advertising and New Media• Okazaki, S, (2009) ‘Social influence model and electronic word of mouth’ In International Journal of Advertising• Precourt, G. (2009) ‘The Promise of Mobile’ In Journal of Advertising Research• LSN MoleNET (Mobile Learning Network) 2009 Conference, London• BBC The Cost of Free The Virtual Revolution, BBC Two, (February 2010)• Oreamuno, I (2010) Mass is More• Sawyer K (2008) Group Genius Basic books• Giant Hydra http://gianthydra.com/home.php <accessed 12/10/10>• BBC News (2012) ICC finds Congo warlord Thomas Lubanga guilty 14th March [Online] http://www.bbc.co.uk/news/world-africa-17364988 (accessed 15th March, 2012)• Sir John Hegarty 5th March, 2009 & March, 2010 (BBH) Leeds College of Art• Trevor Beattie 30th April, 2010 (BMB), LCA.• Diaz, A (2010) ‘Behind the Work: Remember Reach’ http://creativity-online.com/news/behind-the-work-remember- reach/145535 (Accessed 15th March 2012)• Fowler, A (2012) Putting Brands in People’s Hands http://www.ipa.co.uk/Content/Creatives-Channel (accessed 15th March 2012)• Ciarallo, J (2012) ‘Facebook Re-launches its Advertising Platform, Puts Pages at Centre’ Buddy Media (Online) http://www.buddymedia.com/newsroom/2012/02/facebook-re-launches-its-advertising-platform-puts-pages-at- center/ February 29th (accessed 15th March, 2012)