Weekly World News: Useful Piece of Content - Post-Advertising Summit 2012


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The output of the Future of Information Workshop session for Weekly World News during the Post-Advertising Summit, hosted by Story Worldwide, on March 29th, 2012 in New York City.

Workshop moderator Joe Pulizzi of the Content Marketing Institute, alongside Frederik Anderson of Story Worldwide, brought the audience through an interactive workshop where they learned about/contributed to:

1. The brand ecosystem and a customer's journey through content
2. Weekly World News brand overview
3. Weekly World News brand insights gathered
4. What is a Story Platform?
5. Weekly World News brand archetype (ultimately decided as the "Trickster")
6. Weekly World News' authority to publish

Ultimately, the Summit creative team put together the following brief which shows the useful piece of content created upon the brand archetype and story platform developed during the workshop.

Live tweets curated by @ClayHebert at: http://storify.com/clayhebert/post-advertising-summit-2012


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Weekly World News: Useful Piece of Content - Post-Advertising Summit 2012

  1. 1. Weekly world News unreal fascination. March 2012 Developed at the Post Advertising Summit Ideas
  2. 2. A QUICK RECAPBrief: Make Weekly World News relevant for a digital audience.Archetype:The Trickster. This is a fusion of The Joker (primary archetype) and The Outlaw(secondary archetype). The Trickster embodies a bolder type of Jester who createsplayful, exciting moments and stirs up trouble by doing something that’s notentirely accepted or expected.Platform:Unreal FascinationPillars:• Life is stranger than truth• Unreported news• Making the untrue believable/making the para normal• Unexpected stories 2
  3. 3. MOBILE Applicationunreal alert. 3
  4. 4. CREATIVE CONCEPT. Unreal AlertWhat IT ISA mobile citizen journalism app that collects unreal moments andpushes them out to users. Users can interact with the stories tospread the fascination by liking, commenting, sharing or voting onwhether the story is real or fake. 4
  5. 5. CREATIVE CONCEPT. Unreal Alerthow it works1. User uploads. Users capture unreal moments via video, photoand text. They upload and categorize their stories (alien abduction,celebrity sighting, animals, weirdos), which are automatically geo-tagged.2. Push notifications. Users receive an “Unreal Alert” that promptsthem to view trending stories, latest news, or moments thathappened right where they’re standing.3. Dashboard. Users can login to the app to see a stream of thelatest uploads where they can like, comment, vote and share. 5
  6. 6. CREATIVE CONCEPT. Unreal AlertWHY IT works• Positions users as citizen reporters, creating affinity for and loyalty to WWN• Creates a powerful, interactive community based around WWN• Gives users reasons to return to WWN because they identify themselves as WWN creators• Increases brand awareness through the shared fan-produced content 6
  7. 7. PUBLISHUFOs Exist!“At first I thought it was a birdor a (beautiful, spiritual) plasticbag, but then I realized it wassomething else entirely--a dullblack disk that shimmeredaround the edges as if it weregoing to disappear any second.All of a sudden smoke startedpouring out! I took a quickvideo of it so you can see foryourself. Something strange ishappening...I can feel it...” 7
  8. 8. PUSH NOTIFICATIONA woman receives an Unreal Alert on her phone. 8
  9. 9. GEO-LOCATIONEXPERIENCEIn this mode a user’slocation automaticallytriggers stories aboutrecent and historical unrealmoments that happenednearby. 9
  10. 10. DASHBOARDOn the left side of the dashboard,users will see an aggregatednewsfeed of latest unrealsighting notifications in real-time.On the right side of thedashboard, users will see a list ofthe alerts they’ve submitted, witha percentage that shows howmany other users believe theirstory to be true. 10
  12. 12. PERSONAL PROFILEThe profile gives each user a space tointroduce themselves to other UnrealReporters. It serves as a personalized spacethat allows others to get a sense of who theuser is as well as browse the articles they’vesubmitted. 12
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