OUGD401 - Creative Advertising and New Media : Lecture Notes

What is new media?
'media that work not through persuasion or impressions but through engagement and involvement (Sutherland, 2009)

Need to break with a past media 'model'

Advertising Strategy (Emotive)

• Required speaking to the masses
• Global print campaigns
• Imagery of Britannia and royalty suited all domestic and imperial marker
• High-feeling strategy (signs= patriotism & empire)

High feeling strategy today...

Involves the audience emotionally, the audience engaged by becoming part of the website

Halo - Reach

Global Campaign

Old and new communication models

• Old : transmission
• transmit ideas to an audience
• New : Cybernetic
• Engage with and audience
• Via computer (mediated communication) CMC.

Kaiser Chief bespoke album engaged with the audience

• audience were allowed to choose their own songs for the album, in what order they wanted, they could also design their own album cover.
• Emotionally engage with the audience

New media Model

• Advertising & New media (Spurgeon, 2008)
• Shift from mass to my media
• more targeted (mobile)
• Audience involvement
• (a) voluntarily passing viewing ads (virals)
• (b) creating spoofs or filming events
• More personalised

Viral; unpaid advertising 

• unpaid peer-to-peer communication
• identified sponsor
• using the internet
• Voluntarily

New way of communicating

• virals (ads) becoming part of our conversations
• BMB after labour account
• May Election 2012
• Sent to a friend...
• From talk about to talk with

Trevor Beattie (BMB) Hello Boys & FCUK

Two conversations

• Three little pigs viral
• Recession and riots
• BBH
• Client - the guardian
• TV & Print
• Celebration of new media itself; citizen journalism, open platform collaboration
• Idea 'transform brand' from a newspaper to a global news hub 
• 'Modern news is dynamic, participative with open dialogue' (Gonsalves, 2012)

Conversation three invisible children campaign

• Joseph Kony
• Oprah Winfrey - 5th march 9.7m follows - made it viral

Beattie The Big Creative Idea

• Internet biggest idea since the wheel
• Enables lots of small ideas to circulate
• 'that combination of a trillion little idea is in itself the biggest idea there is... I think..'

Viewer-generated content

• Coke Mentos viral
• Advertising worth US$10 million to mentor ;more than half its annual advertising budget' Supergeon, 2008,p1)

Creating dialogue

• Paul Burns (TBWA) 'talking with audience'
• 40 million viewers Old Spice
• Released adjacent to the Super Bowl
• Actor was an ex-footballer
• Tweet feed, viral
• Search Engine marketing - whenever someone searched 'Super Bowl' the old spice advertisement  came up

10 reasons why this is the best time to be advertising

• An audience with Sir jOHN hEGARTY, 23.3.10
• no. 1 Agencies can innovate e.g., NYC tourism campaign
• Promoting NYC through its street fred

The third screen

• Mobile phones will soon become the greatest tool for persuasion, more so than any other medium

The Kairos factor 

• Fogg (2003) primarily due to their kairos factor :
• The principle of presenting their ad at the opportune moment
• Location
• Routine
• Goals
• Tasks
• Okazaki article (2009)

Brands in our hands

Giant Hydra

Mass collaboration unit

allows the person to choose the ideas that work best for him

Impact of NM Conclusions

• Shift from old to old & new media
• blurring communication, entertainment, education, creators, producers, consumers & professional roles
• new models communication, creativity and agency structures
• third layer experimental engaging and social, tactile