Week 9: Tim, Josephine & Michella

This week the topic for the seminar was "Transmedia Interactivity for the Purpose of Marketing and Advertising"

The Presentation

Michella started the presentation and spoke about various types of marketing and advertising strategies. She spoke about three different kinds of marketing which is ATL - Above the Line, used to reach out to the customers and build a perception about the brand. Secondly, BTL - Which everything that goes on behind the curtain and away from the eyes of the customers, these include brand deals, endorsements & promotions. Lastly, TTL - Through the Line which is a mix of both and the most effective in getting the customer’s attention. She also spoke about the monetary aspects of the TTL advertising.

Josephine was up next and she spoke about social media marketing and how it can be used for propagating an idea. She spoke about online campaigns and what could be the disadvantage of using them.

Lastly, Tim spoke about transmedia marketing and how different campaigns can be run at the same time through different media and showed us a few examples of the same.

The Workshop

This week I was with Kruthi, Stephen and Brian. Our aim was to design a campaign around a particular ingredient, ours was cherry blossom or Sakura and the product was a chocolate flavoured with it. Its most common form is Japanese Cherries. We started ideating and connecting post its. We came up with ideas like creating a cosmetic line to promote the product, interactive adverts, guerilla marketing etc. Our final idea was to create a YouTube channel around the idea of using the said chocolate as an ingredient in the recipes. We focused on trying to create a community around the novelty ingredient. We also planned on getting endorsers like Gordon Ramsey, Nigella Lawson and SaltBae to post their reviews about the chocolate which would drive customers from various audiences. We also had an idea about a face off between all our brand endorsers to create the best recipe from the chocolate and the winners recipe is tasted by audience which in turn creates hype about it.

It was great to learn about marketing and advertising, it's a principle that's creative as well, just like design. Although very different from it because it deploys different strategies and principles. Lastly, it was fun to design a campaign and discuss possible outcomes and scenarios.

*****