About transmedia talk for a long time. Ten years the idea of ??integration of digital and traditional media platforms excite the media market. This is quite a long time for the industry in which almost every year there are notable technological breakthroughs.
Convergence media platforms today – the current trend. However, successful projects around the world can be counted on one hand.
One of the first back in 2003 came the Portuguese series »Sofia’s Diary” (Diary of Sofia). Ensure gritty teenage girl could be on TV, on the radio, in the press and on the Internet, and sending an SMS-message after each episode , the audience can influence the future course of events. aimed at young people aged 13-18, the story of Sophia was not just interactive – she followed his audience everywhere.
creators of the legendary British TV series »Skins” («Skins”) laid out in a series of previews of fresh MySpace. Through a special application, you can get access to more information about the characters, soundtracks, announcements, and to the rest exclusive content.
However
transmedia – more than the use of different media to promote a product. This is a fundamentally new way of storytelling. Transmedia story mosaic. Only bringing together the scattered elements of different platforms, you can re-create the whole picture. Housed on multiple media content is not duplicated, and complements the story. This is not just interactive technology, it is an effective tool of emotional involvement audience encirclement by 360 degrees. Qualitative transmedia story draws from her impossible to put down.
young generation of viewers today a little television. They can not imagine their life without the vast arsenal of gadgets that let you watch your favorite TV series sequel to the tablet screen, discuss it with friends on social networks, to delve into the endless layers of hyperlinks. Internet anthropocentric, it is closed to the users, which today create their own content themselves form a global web space as they like. Blurred the boundaries between media and interpersonal communication. Communication in the Internet open, minimally formalized. Suffice cleverly integrated into this space to catch up-trend information and emotional, place your message in an interesting and relevant target group history – and you can grab the attention of the audience for a long time, to involve it in the communication, to introduce into the consciousness of the necessary message across. In contrast to the passive watching, transmedia prompts to action, provoking feedback.
is surprising that such a powerful impact on the audience in this country is almost never used in advertising. |
Today’s consumer – is not the same as ten or even five years ago. In a colossal information noise that falls on us every day, consciousness has learned to filter the messages that are not relevant to our interests and needs. Even if the information can not some sly way to attract the consumer’s attention, he overfed abundance of substitutable products, lazy by nature, overloaded everyday worries, most likely, will not want to change the usual course of life. It’s no secret that traditional advertising tools in an increasingly fragmented audience is not as effective as before.
The market is always looking for better ways to influence the consumer. However, the tool should not only be effective, but also cost effective.
the West realized this long ago. Nokia invested in Conspiracy for Good, superuspeshnuyu attempt to blur the boundaries between online and offline, to make the world a better place. MasterCard sent a young freak on a journey from Brussels to Hawaii as part of a transmedia project «Going to Like by Like». For every “Like” on the social network hero received $ 1 provided by the sponsor credit card.
In Russia transmedia, but us not engaged anybody. Because it is much more cumbersome than traditional advertising formats, and is incomparably more time. YouTube has recently released an application that allows you to synchronize smartphones and Smart TV, but it is only a new way of delivering content. We were the first in Russia who are not just implemented a large-scale transmedia project, but also made it cost-effective.
Format “True Love” coincided perfectly with the brand values ??”Favourite” of PepsiCo, which supported the project. For the first time in the Russian market were harmoniously integrated into any existing content distribution channels: television broadcast, internet portals, SmartTV, social media and mobile platforms.
We offered to users of social networks to tell their story of love and got back more than three thousand responses. Top 50 stories have been filmed in four-minute mini-movies. It took about a month for the installation. At this time, the air channel STS were announcements of the project, following them in prime time started teasers, and appeared on the portal videomore.ru full versions of all the stories. That is, instead of a series of successively spread, as it is on television, we laid out all at once. After all, the internet people are watching avidly, liked the episode – look more and more. The project is supported by other online resources “CTC Media» – www.domashniy.ru, www.ctc.ru. In conclusion, we have organized a vote for the best love story.
results exceeded all our expectations. The total scope of the project has exceeded 50 million people: 30 million viewers and more than 20 million Internet users. This is the third of the inhabitants of Russia. For the first time coverage on TV and the internet were comparable. And about 40% of the audience came from social networks and forums. This brand new audience for us to self-promote “True Love” is not only the network but also offline. About talking and traditional media. More importantly, the “Favorite” noted a marked increase in all major KPI brand. The study “brand health” revealed that the association of juice “Favorite” lovingly grown by 30-40%.
Today, digital and social technologies are experiencing explosive growth. These trends can not be ignored. Especially holding company that owns a complete set of media platforms, allowing to provide comprehensive coverage of the audience. “True Love” became a precedent in the market, the project has received several professional awards, and led us into a world leader transmedia technologies, attracted to the channels “CTC Media” new advertisers. Well, let us and our partners to make good money.
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