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email@example.com make your media social
Activision // Tony Hawk Ride
nergize a dying franc
nic conversations to re-e
pstart fun and orga
Jumpstart fun and organic conversations to re-energize a dying franchise.
Casual gamers, boys 10-18, beyond the core skater demographic.
Surprise, imagination & curiosity.
Provide fun and entertaining glimpse into the world of Tony Hawk fans.
Use Tillman’s “skateboarding dog” fame to provide backstory and context.
Showcase ease of use of the product.
Beg the question, “Is it real?”
Behavior Change Goal
Make yourself choose ONE goal.
(It’ll force you to focus on the most important one.)
๏ Spread awareness about an issue or idea
๏ Generate fans and followers online
๏ Get press, online and ofﬂine
๏ Solidify relationships with existing advocates
๏ Drive product sales
Behavior Change Goal
Every aspect of your plan should
contribute towards your goal
Deﬁne a single audience archetype.
๏ Moms with babies
๏ Twitter inﬂuencers
๏ Technology entrepreneurs
๏ Casual gamers
๏ Enterprising students
It’s OK to have multiple audience
targets, as long as you can speak to
each one effectively.
Understand the emotions that matter to
you, and how you will appeal to them.
๏ Pleasure / Pain
๏ Hope / Fear
๏ Belonging / Rejection
* BJ Fogg
Tell a good story and people will listen.
ent Trends ๏ “Is it real?”
๏ Short ﬁlms from brands
๏ Unexpected art
๏ Timely parodies
๏ Rare skills
๏ Scare tactics
๏ Delight people and record reactions
What kind of story are you telling?
๏ interesting ๏ educational ๏ empowering
๏ eye catching ๏ sexy ๏ mind boggling
๏ surprising ๏ funny ๏ romantic
๏ shocking ๏ outrageous ๏ charming
๏ unexpected ๏ uplifting ๏ intelligent
MoveOn // “McCain-Free White House”
i c voters
De mocrat lection.
ce young ut the e
Convin e nts abo
GOAL: heir par
to talk to t
LEGO // “Cl!ck”
w ith former
s tablish an emotion ro f creativity.
G OAL: Re-e h the wonde
LEGO lo vers throug
tio n to ceme
, vi sceral reac .
ut- wrenching ow er of meth
GOAL: Create a g gly addictive p
in v iewers the
Verisign // Cart Whisperer
is a quirky, fun comp
ech w orld that Verisign
GOAL: Show the t aba ndonment produ
th eir shopping cart
and drive PR for
Grasshopper // Entrepreneurs
re neur’s pho
as the “entrep
G OAL: Introduce drive sales
system” and ultima
Think about how users will engage.
Know the limitations
๏ Watching during class no sound
๏ Watching on your phone very small
๏ Watching at work unfocused attention
And consider the opportunities
๏ Watching with friends collective, shared experience
๏ Immediately actionable clickthrough after watching
๏ Easily shareable sharethrough after watching
✓ Understand your behavior change goal before you pick up a camera.
✓ Treat your viewers as audience, not consumers. No one has to watch your
video if they don’t want to.
✓ “Cool” is non-descriptive. Think about the true emotions that matter, given
your goal and target audience.
✓ As with any engagement medium, tell a unique and compelling story.
✓ Just because people watched a video doesn't mean it was successful.