Hogeschool van Amsterdam Interactieve Media WC communication blok 4 week 3.

Hogeschool van Amsterdam Interactieve Media

WC communication blok 4 week 3


Agenda

Viral marketing presentation

What makes a campaign?

Homework All RT3


Exercise: what makes a campaign?Part 1 (20 minutes)

Work with your research team:1. Each team should try to explain the campaigns they have

brought to the other team - the other team should ask clarification questions

2. Agree which campaigns are cross media and which are not


Exercise: what makes a campaign?Part 2 (60 minutes)

Work with your research team:1. Assign the following roles within the team

Chair person, time-keeper, note-taker and cheer-leader

2. For the campaign you have chosen discuss answers to the following questions:a) What do you think the creative concept is?b) What do you think the consumer insight is?c) Why is it cross media or not?d) What individual elements does the campaign contain?e) How do these elements work together (do some do support

work, while others drive the consumer between elements)?

3. Visualize how all the elements of the campaign work together (make a map of the campaign) on flip-over Include the target group, the insight and the creative concept

4. When you are finished stick the flip over on the wall


Campaign map: existing campaign


Homework: All

1. Brainstorm ideas for a campaign based on your creative concept

2. Develop 3 campaign outlines for the eBay

3. Visualize them showing how the story works (perhaps using a campaign map)

These should be ready to be discussed in the next lesson


Homework: RT 3In- / thru- game advertising

RT 3 should prepare a presentation of no more than 10 minutes to answer the following questions: What is in- and thru-game advertising and what is the difference? What are the advantages of in- and thru- game advertising and

how can they be used? What are the potential problems with in- and thru-game

advertising (there may be differences here)? What are the latest developments in in- and thru-game

advertising? 2 examples of in-game and 2 examples of thru-game advertising

This should be ready to present next week at the beginning of the werkcollege

Hogeschool van Amsterdam Interactieve Media WC communication blok 4 week 3.

Documents

campaign work

existing campaign slide

campaign outlines

cross media

game advertising rt

wall slide

rt3 slide

lesson slide