Webisode A webisode is simply a web episode – collectively it is part of a web series, a form of new media that characteristically features a dramatic, serial storyline , and where the primary method of viewership is streaming online over the Internet . Where there is no "set" standard for length, most webisodes are relatively short, ranging from 4-15 minutes in length.
First they make you go on the Web to see it. Then they make the sell so soft that it's hardly even there. Seinfeld alludes to his AmEx card—and its purchase-protection plan—for a total of about three seconds, toward the end of the five-minute clip. He never once utters the words "credit card" or "American Express." Which makes us wonder: Why would AmEx spend millions to create an ad that's not really an ad?
Here's where the Seinfeld "Webisode" comes in. It takes precisely the opposite tack: Instead of deftly slipping a placement into somebody else's content, AmEx just built its own content—featuring Jerry Seinfeld, no less—around a product placement. It thereby seizes complete control over both quality and tone.
And as for the quality and tone, well, they're pretty good. The Webisode is funny—not a masterpiece by any means, but worth the time it takes to download.
The strategy of pulling television viewers across to the campaign website stemmed from research that showed that a third of UK car buyers did most of their research on the internet , rather than visiting dealership
The target audience Europeans aged 30-55 – were known to lead hectic lives , selectively watch television and want information on demand so they were high users of the internet for information and entertainment.
They were also known to do their own research rather than accept information pitched at them.
Therefore the campaign objective was to get people online , because once viewers were already on the site they were likely to view the rest of the site’s content.
Hence Life on Board was central to the campaign.
It received traffic from the web link given at the end of the commercial and aimed to divert it through the Life on Board films to information about the Volvo range.
The campaign launched through a series of teaser commercials featuring vignettes of the Life on Board conversations, and a web address appeared in the end frame.
This was followed by separate commercials for Volvo models. From then on.
From then on popularity snowballed through peer recommendation via word – of mouth activity.
The overall campaign message was that volvo provides the security and comfort to relax and enjoy reflecting on life in cars. Volvo wanted to celebrate life in their vehicles through documentary styled approach.
Once online, viewers could view the films interactively – they could flick through bookmarked content and read the background to the journeys through a variety of rich text links.
The site made watching the films more of a user controlled experience, so viewers felt empowered to explore the site on their terms.
Campaign Planning 04 05 Timeline S O N D J F M A M J J A S 0 Launch X Run Y Y Y Y Y Y Y Y Y Y Y Y Y Y Word of mouth / blogging W W W W W W W W W W TV exposure T T T T T T T T Media exposure M M M M M M M M M Hits (millions) 5 7 10 11
Campaign Planning 04 05 Timeline S O N D J F M A M J J A S 0 Concept Development D D D D Completed Project C Launch L Word of Mouth / Blogging W W W W W Additional Promotion A A A A Media exposure M M M M M Hits (millions) 0.5 1 3 5 6 8 10