Seminar 5 - Transmedia Interactivity for Marketing and Advertising

This week the workshop and seminar were typically based for demonstrating the Transmedia Interactivity for marketing and advertisement. The team firstly lead us through different types of marketing and advertising by teaching the difference and examples of ATL, BTL and TTL strategies. Then they explained how social media can be used as a strategic platform for these marketing. And finally how storytelling can be used as a tool by combining the rest of the two resulting in a successful campaign or advertisement of a product.

Workshop

Before the workshop began all the teams including our were given virtual chocolate egg hunt in order to discover 2 new chocolate flavours of the MITOJIM Brand. The flavour hunt took lace virtually in a6 locations in google maps in the location of Asia and Europe. There were many locations and with fake memes which brought in together a fun within the group activity. As a team (KitKat), we were able to successfully recover the 2 flavours: Hallabong Orange and Sakura ( Cherry Blossom).

After the first activity of flavour hunt, the next brief we got was the marketing Campaign.

We received the brief with instructions to design a marketing campaign for the tow of our flavours - Hallabong orange and Sakura. Our target audiences were men and women around the age of 15-25 who lives in urban cities and are active social media users. Our Marketing Campaign had to be done under any of the two digital touchpoints: Snapchat and 9GAG. We were unaware of the digital platform 9GAG so we decided to move the marketing campaign with Snapchat.

During the brainstorming session, we came up with server ideas promoting stories and series with the mascot for our flavour. We coined out with a love story concept for combing these two flavours. A boy from South Korea who likes Hallabong Orange and a girl from Japan who likes Sakura. And finally where there two meets evolving in love and also at that moment these two flavours combined together in forming chocolate with bet flavour.

Our main idea of marketing the campaign of new flavours is through Snapchat filters and elements which can be used by the participants or viewers to decide on the fate of the story. There will be face filters based on the characters which can be used as the humanoid versions for the two flavours. Thus making them the mascot of the product which can increase the market value

On the overall, the activity was kind of fun and informative. It gave us an idea of how various companies brands use multiple platforms of current digital media in marketing and advertising.