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'
•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
