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  • 6 successful transmedia campaigns

    3 June, 2017

    Transmedia campaigns are an excellent way to attract and retain audiences, it does not work if you want to offer offers or promotions. A story is built on values, beliefs and points of view, but not based on unique selling propositions. In this another post you can go deeper into transmedia campaigns: what they are, types of formats and type actions along with some tips to carry them out.

    This strategy is used, above all, to publicise audiovisual projects and always seeks the interactivity of public. Here there are some examples of effective transmedia campaigns:


    1. Game of Thrones – 19 kindoms

    “If you live it, it’s real.” Before broadcasting the fourth season, Canal + proposed an immersion experience to followers of the series in which they turned the map of Spain into a large canvas where they could draw their own strategy. This transmedia experience began with the spot ‘Apparition’ in which more than 300 fans of the series participated, although the great event came to the end with a great coronation event of the winner of 19 Kingdoms in a Madrid turn into Poniente.

    With this campaign, they obtained more than 11.000 page views every week and a participation of 5.000 players who in just two months lived their own adventure in this multiplayer online game with Twitter as a firing range, reaching the 16.000 interactions in each battle.


    2. Ikea – The another letter

    Ikea is one of the companies the most frequent users of this type of campaign to connect with consumers in all possible ways. One of them was: “The another letter”, the most emotional one released to date by the company. A group of children wrote a different letter, to their parents, about what they want to do with their parents. They released two pieces or television spots, but did not stay there and participated in the event ‘Gestiona Hijos’, they created a website to continue contributing content to the campaign. They organised meetings with bloggers and invited all children who wanted to make “their another letter” and took this opportunity to obtain contact information of potential families and clients.

    The campaign video had more than two million views on YouTube and was present in more than 50 medias. So, IKEA got enough virality and impact transferring supports and channels.


    3. The Dark Knight – Why so serious?

    This has been one of the most interactive campaigns for the launch of a film and, despite being made in 2007 when the Internet was not what it is now, it was quite transmedia. They created a kind of game around the film; before, during and after its premiere by centralising all activity on a website: I believe in Harvey Dent.

    More than 11 million of unique participants in more than 75 countries fueled the rise of the Joker as henchmen, campaigned for Harvey Dent to be elected District Attorney with street marketing actions and even took the law into their own hands becoming imitators of Vigilantes of Batman. From calling up phone numbers written in the sky, to looking up GPS coordinates to find baked mobile phones inside birthday cakes…

    As these fans roamed the world for clues, their incredible passion generated billions of impressions in the press and the blogosphere setting a new benchmark for immersive entertainment. In short, this campaign created a worldwide community by turning the audience into true Gotham citizens who were trying to reach the end of the game.

    4. Lost – The lost experience

    They created what is called “The Lost Experience”, and in it the followers of the series immersed themselves in an Alternative Reality Game, creating a completely different story that used the same characters in this universe where some clues were offered on what was happening on the screen. It was “a game of multimedia clues that makes use of different channels: emails, phone calls, ads, posters and fake websites, but that seem real.” It had 5 stages and was carried out to reinforce the launch of the third season.

    This campaign transcended as a good strategy to keep the audience engaged to participate more deeply in the argument that was happening on the screen, dropping clues about what was happening in the online version. It had about 50.000 unique players who shared the phenomenon from different continents and generated a multitude of podcasts and blogs.


    5. Fanta – ‘Asalvajaos’

    The company wanted to launch a campaign that managed to reach young people with the same tone of humour and fun that characterises it. For this, a social gym was created in which the participants could customise the cans, create their own community or win meetings with the collaborating youtubers. Players had to follow the tracks to unlock exclusive content.

    This campaign achieved to unite the fauna with Fanta, a record of notoriety and increase the affinity, were trending topic and pioneers in the use of Snapchat to retransmit a live event, in addition to increasing the engagement of the own means of Fanta. All channels and media served to bring a unique experience to the desired target.


    6. The Beauty Inside (Intel Core y Toshiba)

    Intel and Toshiba wanted to connect with their customers with this campaign. It was a love story, in 6 web-episodes about Alex and Leah. Alex wakes up every day in a different body and that makes it very difficult to fall in love. All people could participate in the story and make Alex. And they could do it interactively: through Facebook or YouTube with a photograph or a video. On Alex’s official website you could follow the story with all kinds of content: images, episodes, making of, trailer…

    This campaign was the winner of the first award Cannes Lions International Festival of Creativity in 2013. The web-episodes were viral and reached 60 million views worldwide. In the final video 100 participants were included in the campaign. Here is the full version.

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