(What's) Cross Media
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(What's) Cross Media

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Joost van de Loo and Martijn C. Nieuwenhuis gave a (small) presentation for the IAA about Cross Media on the 8th of May. What's it anyway?

Joost van de Loo and Martijn C. Nieuwenhuis gave a (small) presentation for the IAA about Cross Media on the 8th of May. What's it anyway?

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Transcript

  • 1. Crossmedia Joost van de Loo (Lemz) Martijn C. Nieuwenhuis (DZ)
  • 2. 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
  • 3. So, two options… A) Forget cross media B) Give cross media a meaning
  • 4. 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
  • 5. 4 types cross media 1 – Pushed. 2 – Extras. 3 – Bridges. 4 – Experiences. 5 – …..
  • 6. 1. Push - Same stuff, various channels Live (conference) Web Podcast/Mobile
  • 7. 2. Extras - Same idea, stuff adapted to channels Book Film Game
  • 8. 2. Extras - Same idea, stuff adapted to channels Interactive TV Ads In-commercial In-program Play
  • 9. 2. Extras - Same idea, stuff adapted to channels
  • 10. 3. Bridges - Follow stuff from one channel to the next 1ste uur 2e uur TV Internet
  • 11. 3. Bridges - Follow stuff from one channel to the next Superbowl commercial Website
  • 12. 4. Experiences - Discover stuff, do things with different channels, to be
  • 13. 4. Experiences - Discover stuff, do things with different channels, to be
  • 14. Cross Media Quiz
  • 15. 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
  • 16. Frequentie 1550 - Spinawards zilver “gaming concept” Pushed | Extras | Bridges| Experiences Experiences Agency & client: Waag Society
  • 17. Pushed | Extras | Bridges| Experiences Bridges Agency: Dynamic Zone Client: ROC van Amsterdam
  • 18. Pushed | Extras | Bridges| Experiences Agency: Duval Guillaume Brussels Not Cross Media! Client: Overpoort Bowling Gent Guerilla!
  • 19. We discover... The fifth type…
  • 20. Relation Balance
  • 21. Relevance Distinction Impact NEW Consumer involvement Integrated team effort Stamina
  • 22. 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
  • 23. Star Wars cook book Star Wars Galaxy > Virtual worlds
  • 24. Who will be the first brand to go ‘continuous?’