1. Hogeschool van Amsterdam Interactieve Media WC communication blok 4 week 3

2. Hogeschool van Amsterdam Interactieve Media Agenda  Viral marketing presentation  What makes a campaign?  Homework  All  RT3

3. Hogeschool van Amsterdam Interactieve Media Exercise: what makes a campaign? Part 1 (20 minutes) Work with your research team: 1.Each team should try to explain the campaigns they have brought to the other team - the other team should ask clarification questions 2.Agree which campaigns are cross media and which are not

4. Hogeschool van Amsterdam Interactieve Media Exercise: what makes a campaign? Part 2 (60 minutes) Work with your research team: 1.Assign the following roles within the team  Chair person, time-keeper, note-taker and cheer-leader 2.For the campaign you have chosen discuss answers to the following questions: a)What do you think the creative concept is? b)What do you think the consumer insight is? c)Why is it cross media or not? d)What individual elements does the campaign contain? e)How do these elements work together (do some do support work, while others drive the consumer between elements)? 3.Visualize how all the elements of the campaign work together (make a map of the campaign) on flip-over  Include the target group, the insight and the creative concept 4.When you are finished stick the flip over on the wall

5. Hogeschool van Amsterdam Interactieve Media Campaign map: existing campaign

6. Hogeschool van Amsterdam Interactieve Media Homework: All 1.Brainstorm ideas for a campaign based on your creative concept 2.Develop 3 campaign outlines for the eBay 3.Visualize them showing how the story works (perhaps using a campaign map) These should be ready to be discussed in the next lesson

7. Hogeschool van Amsterdam Interactieve Media Homework: RT 3 In- / thru- game advertising  RT 3 should prepare a presentation of no more than 10 minutes to answer the following questions:  What is in- and thru-game advertising and what is the difference?  What are the advantages of in- and thru- game advertising and how can they be used?  What are the potential problems with in- and thru-game advertising (there may be differences here)?  What are the latest developments in in- and thru-game advertising?  2 examples of in-game and 2 examples of thru-game advertising  This should be ready to present next week at the beginning of the werkcollege