media
Description
want you to think about marketing or branding campaigns undertaken by various companies that operate in a transmedia and multimedia sense–that is, an advertising campaign that has multiple components that operate across various media platforms (print, tv, in person engagement, online, etc). Choose one that you found to be a particularly successful example of this phenomena and explain not only what the general contours of this campaign were (and what it was for), but why you think it was successful, using terminology and characteristics as provided by the readings for this week. Secondly, I want you to think of an advertising campaign that utilized transmedia narrative techniques but that you didn’t find successful. Also explain here what the contours of this advertising campaign were, how it utilized transmedia narrative techniques, and why you found them unsuccessful. As an example of what we are thinking about here, think about how the film The Blair Witch Project is regarded as a successful early example of transmedia branding and narrative use within digital environments for its use of mixing traditional marketing techniques for this film along with the construction of an accompanying website that film viewers could engage with as well. Another example of this would be the utilization of a “street team” by the band Arcade Fire to spray graffiti and post up pictures and wheatpastes advertising in the lead up to the release of their 2013 album Reflektor. Please be sure to provide links or documentation (pictures, articles, etc) of the campaigns you choose to write about. This assignment should be two pages, double spaced, in totality (one page per transmedia ad campaign).
