A Sample TM Campaign Developed from a Live Event
8
REAL EVENT
-
Upload
l-l-transmedia-communications -
Category
Technology
-
view
327 -
download
1
description
From a live event - a tournament luncheon - we created a transmedia marketing campaign involving a story, an e-blast and a social media platform. The story: sportsmanship.
Transcript of A Sample TM Campaign Developed from a Live Event
REAL EVENT
What is transmedia communications?
Taking your brand, developing a story with itacross multiple platforms - so that your audience can participate.
BUILDING RELATIONSHIPS
Who is your audience?What do they care about?
Need a POSTIVE emotional connection
Go deeper than “saving money”
Story Bible: Story WorldEVOKE POSTIVE EMOTION
• Date of Event(s) – MICRO/MACRO• Date of content release - TIMING• What are the things your audience cares about?• Do they have to overcome
conflict/drama/adversity?• What goals do they want to achieve?• How does your product/service help?
LIVE EVENT
Dogwood
League
matches
Tennis
Apparel
LANDING PAGE
FacebookFIAT online salesperson’s page
Weekly Tournament
Reports
What happens next?
What’s the most compelling story for this audience?
What do they care about most (back to story Bible)?• Grand Slam? NO• The Game? NO• Team Spirit NO• History/Heroic Players NO• Coaches/Pros NO• Charity – giving back? YES• Looking good (apparel)? YES
Create our weekly email reports to focus on the charity component and apparel.
How does this sell cars?
FIAT is sponsoring the e-blasts that their audience CARES about.
MeasureKnow Your Audience
Analytics confirm whatcompels our audience to keep moving across channels and what doesn’t.
• Constant Contact – Click Throughs (not opens)• Facebook Insights• Google Analytics on landing pages
What happens next?
Contribute to branded entertainment
and not the fractured noise.
Start your “Story Bible” & Flow Chart Now
