Filed under: Digital Strategy
I’m presenting at the interactive boot camp over the next couple of weeks, the first one on Wednesday, and have been tasked with giving a bit of a 101: “How to plan great interactive media campaigns”.
My process is this, used to create ‘digital connections’ between consumers and brands:
The centre of the diagram is brought to life with this kind of voice over:
“digital connections opportunities present themselves when we look for an overlap between the Brand Position and Consumer Interests, what Position unites the two and what Promise can be tactically expressed? Aiming to be inside this area makes great sense. It’s the point at which all the vectors unite”
I surround this with robust research (insights), consumer experience design (context) and evaluation modelling (building actionable intelligence) processes.
I’d love to hear your thoughts and get your examples on great interactive media planning.
After I’ve finished the bootcamp I’ll compile it all together and post the presentation for all to share.
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