Last week, after watching the videos about Caine’s Arcade and referencing the graphic shown below, you identified the various types of traditional and social media that were used to achieve a particular result. You then identified another example of a multi-media campaign with a similar media mix and result. What media mix would you propose for your campaign project? Using the graphic below as a reference, list at least six types and explain how they would work individually and together. What would be the anticipated result? Provide direct quotes from your reading materials and from outside resources. Provide in-text APA-style research citations.
Last week I realized just how important Social Media is as part of the multi media campaign mix. I was also impressed with how strongly people respond to socially and environmentally awareness issues. In my campaign, I would like to tie the Surfrider Foundation in to my brand. This week, I became aware of the concept of interaction design. I will create a multi media campaign that encourages a lot of interaction.
In my campaign, I will have a physical presence at a lot of different summer events like surf contests, farmer’s markets and beach cleanups, which tie the brand in with the Foundation. There will be palapa styled booths with T-shirts, hats and other MNii items for sale, with a portion of all proceeds going to the foundation. Information on the environmental causes that the Surfrider Foundation is involved in, and lots of free MNii and Surfrider Foundation stickers will be distributed. People will be invited to join the Foundation and get involved. There will be contest entry forms for people to sign up for a free trip to Hawaii. Entrants would then be put on an emailed Newsletter list.
The events and the Hawaii giveaway would be promoted on Facebook, Twitter and Yelp. Then picked up by sites like HiddenLA, DiscoverSD, and LivingSocial.
I would have documentary films produced that tell stories about interesting MNii representatives like Laird Hamilton while they are on surfing safaris, and Surfrider Foundation projects that are then posted on Facebook, YouTube and Vimeo.
I would have great deal coupons presented on Groupon.
The MNii Website will be the hub of the brand’s identity. It would be a fun interactive website that is constantly growing and changing. “’A website is a living, breathing brand tool that needs to be cared for over time.’ Gavin Cooper Design Educator and Founder, www.work-in-process.org” (Wheeler 166).
The website will have connections to a blog, Pinterest, Facebook, Twitter, and YouTube. It will promote and document all of these events, and the Hawaii giveaway.
“The best websites know who their visitors are, and give them a reason to come back again and again. Videos have started to populate most websites with storytelling and testimonials” (Wheeler 166).
Radio advertisements are part of the mix. I would have ads on select local rock and pop stations,Sirius Radio, and Pandora.
There would be TV commercials on local select cable channels surrounding the events.
All of the campaign parts will present a consistent brand image. “The need for a consistent experience seems like a no-brainer. If users are interacting with your content/brand/product/message/etc. on one channel and get a different experience on another channel, there’s a chance they will get confused. And a confused customer is one who goes to a competitor. So your approach to delivering that message can’t be “spray and pray.” It has to be targeted and focused. A message specific to the channel on which it’s being consumed. But that’s only part of the fundamental change to marketing. The other part is how users can engage with the content. Through social media, website comments, live chats, and other methods, users can have a conversation with you around the content. It’s no longer about broadcasting your message. It’s no longer about telling your story and hoping people get it” (Thibeault 2014).
Thibeault, J. (May 5, 204). Is Transmedia Storytelling the New Digital Marketing? for [RE]Think http://www.rethinkeverythingblog.com/is-transmedia-storytelling-the-new-digital-marketing/
Wheeler, Alina. Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition. John Wiley & Sons P&T, 10/22/12. VitalBook file.