Crossmedia
Joost van de Loo (Lemz)
Martijn C. Nieuwenhuis (DZ)

Wat is cross media?
• …. ahum
• Oh no, viral of spiral?!
• No, multi-media
• Uhmmm and multi-channel
• Ah! Of….integrated media-mix
• [burp]
f
We’ve never seen a client brie
edia’
that wants ‘cross m

So, two options…
A) Forget cross media
B) Give cross media a meaning

ebsite
w * Advergames
ov ie/ * Advertainment
* Advertising awards
al m
* Ambient marketing
vir
* Branding online
* Email marketing
* Guerilla marketing
* Integrated marketing
* Mobile advertising
* Mobile marketing
* Multichannel campaigns
* Offline advertising
* Offline marketing
tion
* Online advertising
* Online campaigns
tiva
* Online competitions
c
da
* Online marketing
er illa an
* Online video ads
* Opinions & interviews
gu br * Outdoor advertising
* Podcasting & marketing
* Print advertising
* Rich Media
* Social campaigns
* Social networking
* Tv advertising
* Viral marketing

4 types cross media
1 – Pushed.
2 – Extras.
3 – Bridges.
4 – Experiences.
5 – …..

1. Push - Same stuff, various channels
Live (conference) Web Podcast/Mobile

2. Extras - Same idea,
stuff adapted to channels
Book Film Game

2. Extras - Same idea,
stuff adapted to channels
Interactive TV Ads
In-commercial In-program
Play

2. Extras - Same idea,
stuff adapted to channels

3. Bridges - Follow stuff
from one channel to the next
1ste uur 2e uur
TV Internet

3. Bridges - Follow stuff
from one channel to the next
Superbowl commercial Website

4. Experiences - Discover stuff,
do things with different channels, to be

4. Experiences - Discover stuff,
do things with different channels, to be

Cross Media Quiz

The ICT Job - zilver “beste
cross media campagne” Spinawards
Pushed | Extras | Bridges| Experiences
Agency: Euro RSCG Amsterdam i.s.m. Rhinofly
Bridges
Client: AIVD i.c.w. Expertisecentrum Arbeidsmarktcommunicatie Rijk

Frequentie 1550 -
Spinawards zilver “gaming concept”
Pushed | Extras | Bridges| Experiences
Experiences
Agency & client: Waag Society

Pushed | Extras | Bridges| Experiences
Bridges
Agency: Dynamic Zone
Client: ROC van Amsterdam

Pushed | Extras | Bridges| Experiences
Agency: Duval Guillaume Brussels
Not Cross Media!
Client: Overpoort Bowling Gent Guerilla!

We discover...
The fifth type…

Relation
Balance

Relevance
Distinction
Impact
NEW
Consumer involvement
Integrated team effort
Stamina

5. Continuous - An everlasting exchange of
stuff and desires through the appropriated
channels based on a big idea
Books Toys / Video Board games Art
merchandise Games
Clothes Conventions Movies / DVD’s

Star Wars cook book Star Wars Galaxy > Virtual worlds

Who will be the first
brand to go ‘continuous?’