Propagation Planning

Planning for Transmedia [Presentation]

In April I was invited to go to Hamburg, Germany and talk about account planning and strategic planning for transmedia experiences. I got very sick following that trip and I'm just now getting around to posting it. I'm so sorry for the long delay!

This presentation includes two examples from AXE. One is a cross-media example where the same narrative is put into every media touch point possible. The second one is closer to a true transmedia experience where the narrative changes based on the medium. Soon I will share our AXE Susan Glenn campaign which is our best Transmedia campaign to date. 

Planning for Transmedia from Griffin Farley

 

 

16 Triggers that help videos Propagate

We had a great media partner come into the office this week called Unruly Media. This is the group that owns the viral video charts that are sourced in Ad Age and other industry sites. 

Here are the content triggers that they look for to test and predict the shareability of an online video. I wanted to share these with you to help create better content that will meet your propagation objectives. 

CONTENT TRIGGERS: 

1. Funny - AXE - "Wash Your Balls"

2. Hot - Agent Provocateur - "Kylie"

3. Shocking - Carlsberg - "Carlsberg and Mentos"

4. Unbelievable - Gilette - "Federer Trick Shot"

5. Controversial - Aides "Graffiti" 

6. Gleeky - Blendtec: "Will it blend - iPad?"

7. Illuminating - Google "What is Chrome?"

8. Random - Cadury's "Drumming Gorilla"

9. Cute - Evian "Roller Babies"

10. Uplifting - T-Mobile "Liverpool Street Dance"

11. Moving -Nike "Write the Future"

12. Music -Toyota "Swagger Wagon"

CONTENT AMPLIFIERS: According to Unruly these are aspects of the video likely to increase, but not kick-start, viral sharing

1. Hyper-Relevance - T-Mobile "Dance"

2. Intriguing - Tippex "Hunter Shoots a Bear"

3. Celebrity - Nike "Lebron Rise"

4. Zeitgeist - Volkswagen "The Force"