Ad crafting updated, the basics of transmedia planning
Ad crafting updated The basics of transmediaCREDITS: TONI KAARTTINEN ON FLICKR By Isabelle Quevilly, February 2012
“Looking down our list ofwinners, it feels as if the digitaltransformation of our industry isalmost complete. There isnt asingle campaign that doesnt useinteractive in some innovative wayat the heart of what it does. Itsnot just about putting a video onYouTube - each one of thesethings has a deep point ofinteraction with the audience and Ithink this is the ﬁrst year weveseen that.” - Ian Tait , W+K, onCannes 2011 winners
What if... The days of “ integrated” were over?http://adsoftheworld.com/media/online/outofworkadguycom_integrated_campaign
Integrated planning is: One BIG communication idea adapted across all communication touch points. There is no adds-on nor evolutions to this idea based on the context, the time of the day, the actions users make, the device it is displayed on etc. Integrated planning is an adaptation of advertising to today’s world, not a true evolution to the new environment we face.CREDITS: TRISARAHTOPS ON FLICKR
CREDITS: TOM FAGAN ON FLICKR Integrated is made to ﬁll in media spaces not to fuel conversations.
What if... People could pull off brand stories themselves?
Transmedia story-telling is inspired bythe video game and movie industries.
Integrated planning = Brand Big idea Target audience Mass media dominance Big ad produced Set of result
Transmedia planning = One brand Multiple ideas to express it Multiple crowds Inﬁnite meeting places Many content produced Loads of results to crunch
Advertising is made for simplicity. The simpler = the $$.
But it is losing efﬁciency Other industries are talking to the same people, they have made assumptions on complexity and have proven strong results. Why don’t we take inspiration from them to evolve the way we advertise to people? They assumed things advertising don’t: > people are SMART, > people are SOCIAL BEINGS, crowds help each other and share information (World of Warcraft, AI, MEGAUPLOAD), > people build their own stories from pieces they ﬁnd on their own (whether it is for entertainment or a car to purchase, ref: Google ZMOT http://www.zeromomentoftruth.com/). > lots of small tactics compiled can be as efﬁcient as one big thing.CREDITS: FUNKY YUK ON FLICKR
CREDITS: XOMIELE ON FLICKRWe have to deal with a new relationshipbetween content, consumers and channels.
“Consumer generated stories outnumber Coca-Cola company generated stories”Source:http://www.youtube.com/watch?v=LerdMmWjU_E&feature=youtu.be
Shifting brandcommunications to:> Building non-linear stories> Involving crowds to build-up the narrative> Feeding ﬂows of information everywhere Source: http://farisyakob.typepad.com/
This istransmedia* planning * Buzz words must be used with moderation.
CREDITS: HEATHER_LINDSAY ON FLICKR Er, concretely, How to pull this together?
1. Brand stories “There are no low interest categories - so even washing powder can develop interesting narratives - the question is then making sure they are the right narratives for your audience.” - Richard Huntington Brands stories are inspired by existing conversations, pop culture insights or news. They are a huge portfolio of ideas that are true to your brand DNA. They must unique to your category to truly differentiate your brand from its competitors. Watch Coca-Cola content 2020 for inspirational thoughts: http:// www.youtube.com/watch?v=LerdMmWjU_ECREDITS: CALIFFOTO ON FLICKR
2. Tribes hook-up Once you know what you to say, understand your audience behaviors, where they are, what they read and start seeding it in multiple environments and formats. Be nimble. Explore multiple devices. It doesn’t end here, now it’s time for you to gather data, feed-back and iterate new content based on the knowledge you built in the ﬁrst place. You are not doing one big TV spot or campaign any more, you are chatting so go on, talk, learn... Converse in many formats and places to extend your reach. Give them some room to do the talking as well.CREDITS: SISTER SAFETY PIN ON FLICKR
3. Reward As soon as someone starts engaging with your brand story, there must be an instant gratiﬁcation for them. This will lead you to the next step, which is the immersion and with your brand. If there is nothing in it for them, well, nothing will happen. Reward can be an access to someone famous, a sneak preview, a game, and maybe a coupon... Ask them what they would like! But whatever it is, make sure it comes as soon as possible after engaging with the brand.CREDITS: OPTIKALBLITZ ON FLICKR
4. Immersion A connection is made, you have gained someone’s attention.Your brand is now one click away from a massive win: some room in what they say to their friends. You are now talk-worthy. Bravo.You turned your actions into an effective communication piece that will generate reach and engagement. Buzz words come at a price.CREDITS: RUDE LOVER ON FLICKR
From integrated: > Missing social relationships > Short-term vision > See consumers as individuals, not social beings > Users need to be exposed to several pieces to get the message > Ignore that media are better at different things > One-way story telling > The brand story is one message across all media > Consumer touch points are paid > Sell an idea > People are simple > Think ﬂat, straightCREDITS: ROJ ON FLICKR
From integrated: To transmedia: > Missing social relationships > Built on social relationships > Short-term vision > Long-term vision > See consumers as individuals, not > See consumers as a social beings social beings > Use each media in many different > Users need to be exposed to ways - not one media, one message. several pieces to get the message You’re not bending media to ﬁt an idea. > Ignore that media are better at > Each channel is strong enough to live different things on its own > One-way story telling > Multiple stories told > The brand story is one message > The brand story aggregates stories across all media across all media > Consumer touch points are paid > Consumer touch points are earned > Sell an idea > Sell a crowd of like minded folks > People are simple > People are complex, nuanced > Think ﬂat, straight > Think layersCREDITS: ROJ ON FLICKR
A commercial inﬂuence To conclude, I would say that it is our role to understand and follow people’s behaviors in regards to the way they communicate. It’s a must if we want to positively inﬂuence them in regards to their purchase decision process. Transmedia is happening today. People are searching and putting together stories among brands and products in your category. There is room for you to turn these behaviors into effective communication assets that will drive sales, acquisition and retention. It is challenging. It is complex. But the game has changed, just as the way we are crafting advertising should change.CREDITS: JACAW ON FLICKR
Special thanks to: Faris Yakob: http://farisyakob.typepad.com/ Leo Burnett Toronto: http://lbtoronto.typepad.com/lbto/2006/10/transmedia_plan.html Ernest Barbaric: http://www.ernestbarbaric.com/2012/01/what-is-content-marketing/ Marc Binkley: http://blog.marcbinkley.ca/?p=660 Henry Jenkins: http://www.amazon.com/Convergence-Culture-Where-Media-Collide/dp/ 0814742815/ http://listeninpictures.com/innovative-storytelling-projects-you-need-to-see http://www.scoop.it/t/transmedia-storytelling-for-the-digital-ageCREDITS: TRISARAHTOPS ON FLICKR
@DigitalPlannerThis deck is made to help the advertising communitythink different. It will hopefully start conversations andsparkle new ideas. It is yours to steal, comment andshare!#transmedia #adcrafting Crafted by Isabelle Quevilly. London. February 2012