Propagation Planning

Transmedia Development and The New World Model

LTD and Propagation Planning

 This week "Hawaii" Mike Salman, founder of LTD Magazine and LTD+ came into the office to talk about creating real world events here in New York that start the propagation process. What I loved about Mike was the fact that he took time to understand propagation planning before coming in and he presented a solution that worked inside the current model. 

I was also impressed with the LTD mission to drive culture instead of just 'riding the wave' of culture, which many people do in the trend forecasting space. Mike came to the meeting with a number of impressive case studies that he has done for other brands.

If your propagation planning requires a real life event I suggest reaching out to Hawaii Mike. 

Cool Hunting and Cadillac iPad App

I love this collaboration that BBH did with Cool Hunting to develop a really nice functioning, high content app that Cadillac is currently sponsoring. The agency was able to take advantage of an early adopter technology and build something that many people are pointing to as a benchmark for branded apps.

Cool Hunting / Cadillac iPad App from Steve Peck on Vimeo.

6 Foundations of Digital Creative

AdAge Digital 2010 6 Foundations of Great Digital Creative

View more presentations from Soap Creative.

Transform following the mating habits of birds

Gareth Kay at the 4A's Transformation Conference in San Francisco. Make communication products and not just communicate client products.

A Draft Propagation Planning Brief

After reading the comments on a Propagation Planning post found on Made By Many I thought it might be good to sit down and think about a brief that propagation planners can use to begin their thought process. Briefs are helpful in reminding us what questions need to be asked but they must also be flexible to include new questions if it helps the creative process.

Here is the brief that I came up with. I'm hoping that you will challenge these questions or the flow so together we might move beyond the 'draft' stage and into the agreed upon brief.

Propagation Brief (Draft)

Who is the target audience?

The audience that the client needs to reach to meet their business objectives. Is there a certain action that this audience needs to act on to reach these goals.

Is their another group of people that has more persuasion over the target audience?

This group of people might be more likely to engage with the creative assets or act on the creative to influence the real target audience.

 How do these two audiences communicate with each other?

This should focus on communication vehicles. Could include things like in person, phone, email, web chat, Facebook, Twitter, World or Warcraft, etc.

 What are the creative assets?

List the creative assets that exist and ask yourself if new things need to be made to help communicate the role of the assets. For example, a YouTube video that demonstrates how to use the asset. Perhaps you need to think about a pre-story to the real story that you want to tell.

 How does the creative foster a social experience?

Is the creative designed to entertain, act as a branded utility, to challenge, to spawn user generated content, etc.

 How long does the earned media have to build before the paid media begins?

This is a timing question that reminds us to use Owned, Earned and Paid media appropriately.

 What metrics will we be following?

Sometimes it is hard to set goals when using word of mouth campaigns and different platforms have different metrics. The key here is to describe which things you will be following to report on.

 

The Big Idea Fuels Gatorade Propagation

What I love about this idea was that the idea itself was worth talking about. The idea of replaying a High School game years later to determine the true winner is just amazing. I loved the documentary idea and the branded content that they ran on FOX Sports. Pure genius.

Adweek Article: 

http://www.adweek.com/aw/content_display/creative/news/e3i66ddacf93da504a9199eed05da475edf

Draw your own iPhone Game

This is a very cool iPhone game based off some strong propagation principles. This asks the user to be creative and that person is much more likely to share the game with others because they had a hand in creating it. Thanks to Masa Kawamura from BBH for sharing the find.

Propagation Planning moves to New York

Sorry I haven't posted as much this week. It's been pretty busy with my move to New York where Monday I start my job at BBH. I've loved my time at 22squared and I'm looking forward to this new chapter in my life. I'll still be working on Propagation Planning and hope to have some new clients and new case studies to show you soon. 

My first week in a new city with a new job will be busy so I might take a few days off from Blogging. In the meantime look out for posts about Propagation Planning by Anjali Ramachandran at Made by Many in the UK. The idea is spreading!

Goodbye Tampa Bay.
Hello New York City.