Project Statement
One of the startling conclusions from the neuromarketing study described by Martin Lindstrom in Buyology is that not only are the government-mandated warnings on tobacco packages ineffective, but they actually promote smoking behavior by activating the brain’s area associated with cravings. Moreover, those same cigarette warning labels intended to reduce smoking, curb cancer, and save lives had instead become a killer marketing tool for the tobacco industry. Smokers are stimulated to light up when they see the images, the warnings, the typeface the messages come in.
We need a comprehensive strategy to combat smoking. The very recent government discussions to consider producing cigarette packs with no graphics, logos or messages, just pure blank cardboard are just one opportunity to influence change. The decision to quit smoking is not made when you have purchased a pack of cigarettes, because then it’s too late. The tactic has to be found long before the consumer gets to the counter. We need to make cigarette smoking uncool for young people. The fact is, we are all influenced by trends so my idea is to use this human foible for our own good. And in this case, "uncool" means releasing a brand around the anti-smoking message.
Then we go online – there are many platforms that allow us to get our messages across completely free. Brands are tweeting, have their own Facebook page and regularly upload videos to YouTube. What transmedia does is allow us to break up the brand narrative across several platforms. Instead of trying to deliver the whole message, you concentrate on just a small part per platform. You can even select a message that is most fitting towards that platforms culture, making it easier to digest. To get the whole brand narrative requires the receivers to engage themselves with the story and proactively seek out the information from other channels. One of the opportunities using digital media provides is that content is easily replicable across platforms, and will be spread naturally to the extent the communities of that platform see suitable. Of course, this isn’t only limited to using digital channels, but I believe a transmedia strategy utilizes them to their full capability.
We need a comprehensive strategy to combat smoking. The very recent government discussions to consider producing cigarette packs with no graphics, logos or messages, just pure blank cardboard are just one opportunity to influence change. The decision to quit smoking is not made when you have purchased a pack of cigarettes, because then it’s too late. The tactic has to be found long before the consumer gets to the counter. We need to make cigarette smoking uncool for young people. The fact is, we are all influenced by trends so my idea is to use this human foible for our own good. And in this case, "uncool" means releasing a brand around the anti-smoking message.
Then we go online – there are many platforms that allow us to get our messages across completely free. Brands are tweeting, have their own Facebook page and regularly upload videos to YouTube. What transmedia does is allow us to break up the brand narrative across several platforms. Instead of trying to deliver the whole message, you concentrate on just a small part per platform. You can even select a message that is most fitting towards that platforms culture, making it easier to digest. To get the whole brand narrative requires the receivers to engage themselves with the story and proactively seek out the information from other channels. One of the opportunities using digital media provides is that content is easily replicable across platforms, and will be spread naturally to the extent the communities of that platform see suitable. Of course, this isn’t only limited to using digital channels, but I believe a transmedia strategy utilizes them to their full capability.
Transmedia is different from multimedia, which would be a retelling of the same story told using different media. Unlike neutral planning of cross-media projects of the past, where the communication idea was taken and married to the appropriate channels then brought to life in all the places that it needs to live, the principle of transmedia planning is to plant communication ideas in the relevant places and then prompt people to pick it up, play with it, package it up and pass it around their brand community. And in the process of doing this, the message gets stronger and more powerful as it moves on and gets more fragmented. This is much more interesting model and one that is already being used by some big brands and movie companies.
Propagation planning can be determined as a multiple platforms and formats, that works best thought collaboration – first of all, to increase by natural process, to multiply, to pass on and to transmit. The result of this approach is that it forces the planner, the creator, the consumer and the executor to all get back together again.
Propagation planning can be determined as a multiple platforms and formats, that works best thought collaboration – first of all, to increase by natural process, to multiply, to pass on and to transmit. The result of this approach is that it forces the planner, the creator, the consumer and the executor to all get back together again.
A good example of transmedia campaign is Tommy Pallatta’s brand new project Collapsus, whichis dedicated to informing and engaging people about major issues throughout entertainment. To generate unique content he mixed up interactivity, animation, fiction and documentary. Collapsus is a transmedia experience that takes theories and elements from documentary and places them in the not so distant future. It shows how imminent energy crisis affects a group of young people, who are caught up in an energy conspiracy. (www.collapsus.com)