Lecture 14- Social Media & Communication

Lecture 14

• Mass and New Media
• Aspects of advertising strategy
• New Media
• Academic and Industry debates

• New media- works through engagement and involvement

Sutherland (2009)-  need to break with past media model

 

Old media model

• Advertising strategy emotive 
• required speaking to the masses 
• Lever global print campaigns

High feeling strategy today 

• Remember Reach campaign (2010)- started as an interactive website 
• involve people with past, involved emotionally and creatively in ads 

Old & new communication 

• transmit (old) 
• cybernetic (new)

• Shift between mass to 'my' media 
• Personalised audience involvement 
• Usual to pass on viral ads across internet to that of printed ads
• Voluntary viewings (video viewings online) 
• Forced viewings (TV or print) 

• Trevor Beattie- BMB
• ' From talk about to talk with...'
• Celebration of New Media
• The Invisible Children Campaign- 5th March KONY 2012, April 20th
• Celebrities were involved in this campaign
• New Media changing, teaching and learning
• Communication Buzz: Pre-testing Propagation, Dependent on seeding- Scale of placement
• Beattie- The Big Creative Idea, ' More is More'

Old Spice advert

•An audience with Sir John Hegarty, 25.3.10

•No. 1 Agencies can innovate e.g NYC tourism campaign

•The idea character of NYC = street culture= street musicians.

•Linked 2 campaigns  'Dig Out Your Soul'. New album tracks released to NYC street musicians to play

•Announcements made websites with Google maps

•Performances video recorded (fans) & uploaded YouTube.

•Caused buzz music press = global

•Creatives collaborated directly with NYC street musicians

•TA helped to create & distribute content

 

The third screen 

• mobile phones 
• fastest growing market in creative industry 

Kairos factor 

• principle of presenting the desired message at the opportune moment 

Impact of new media on advertising agency 

Structures of agencies need to change- social from the inside 

New media impact has a 3rd layer of communication 

Audience- producer of culture 

No medium is dying just a different role 

New media is up close and tactile 

Golden age for creativity  

 

Lets go forth campaign

Future

Nike digital sport

overlay of experiences google and facebook