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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….i...
So, two options…


A)       Forget cross media
B)   Give cross media a meaning
ebsite
                                 w                            * Advergames


                          ov ie/      ...
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               ...
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| ...
Frequentie 1550 -
           Spinawards zilver “gaming concept”
                   Pushed | Extras | Bridges| Experiences
...
Pushed | Extras | Bridges| Experiences




                                                Bridges
Agency: Dynamic Zone
Cl...
Pushed | Extras | Bridges| Experiences




Agency: Duval Guillaume Brussels
                                              ...
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
         ...
Star Wars cook book   Star Wars Galaxy > Virtual worlds
Who will be the first
brand to go ‘continuous?’
(What's) Cross Media
(What's) Cross Media
(What's) Cross Media
(What's) Cross Media
(What's) Cross Media
(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?

Published in: Business, News & Politics
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Transcript of "(What's) Cross Media"

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