Viral marketing & transmedia storytelling
Almost daily, we hear about successful online campaigns that go viral. Today this is no longer restricted to a film (viral), but means designing a crossmedia, multimedia and transmedia campaign.
Transmedia-oriented communication strategies link the conventional media with online & mobile platforms, networks, message boards, blogs or distribution channels like messenger services, podcasts, Skype, web TV, apps or games. Transmedia storytelling plays an important role here. The conception of the story holds the campaign together and creates the defining motivation for sharing it. The story stimulates the interest of the user over several communication channels and should be designed, fragmented and produced for every medium.
This event opens new perspectives and shows how viral design can be developed and implemented in ways that are specific to various media. Using several practical examples and exercises, you develop ideas that meet the diverse requirements of the different media as well as the big picture.
This event organized by Eyes & Ears of Europe and DW is aimed primarily at employees of media and communication companies, (post) production firms, design studios, agencies and consultancies. Persons interested in the media, students and trainees are also very welcome.
Dr. phil. Albert Heiser studied economics and social communication at the Berlin University of Arts. He worked as copywriter and creative director at Ogilvy & Mather, Saatchi & Saatchi and Dorland/Grey. His first book on the subject of advertising spots, 'Bleiben Sie dran - Die Konzeption, Produktion und Rezeption von Werbefilmen', was published in 2001. In February 2004, his book on the subject of social spots, 'Nachhaltigkeit in 50 Sekunden', appeared on the market and was followed by 'Das Drehbuch zum Drehbuch: Erzählstrategien für Werbespots, -filme und Virals' in autumn 2004. He is also the author of the book 'Bullshit Bingo: Storytelling für Werbetexte', published in 2009. Albert Heiser is founder of the Creative Game Institute, where he works as an instructor and designer.
| 11.30 | Welcome Claus Grimm, Head of Promotion & Design/Head of Network Operations DW, Berlin Corinna Kamphausen, CEO Eyes & Ears of Europe, Cologne |
| 11.45 | Introduction of the participants |
| 12.00 | Transmedia storytelling: Exemplary campaigns and introduction to the narrative strategy Design & development of campaigns for TV/Internet/Mobile/POS |
| 13.00 | Lunch break |
| 14.00 | Descriptive-narrative Story elements & dramaturgy of the short form Design & evaluation criteria for the effectiveness of viral films |
| 15.30 | Break |
| 16.00 | Strategies
of viral films on the Internet Seeding & Distribution channels for messages on the Web 2.0 |
| 17.45 | Break |
| 18.15 | Viral Campaign structures Mode of action of the individual media Design & development of campaigns for TV / Film / Internet / Mobile / POS Measurability of viral campaigns |
| 19.15 | Discussion & summary |
| 19.30 | End of day one & a little homework |
| 08.45 | Get together |
| 09.00 | Presentation of viral film concepts |
| 10.30 | Break |
| 11.00 | Conception of viral campaigns and branded content Development and crossmedia accompaniment of campaigns on the Internet |
| 12.45 | Lunch break |
| 13.45 | Conceptual exercise |
| 15.15 | Break |
| 15.45 | Presentation of the results |
| 16.30 | Summary & evaluation |
| 17.00 | End of the event |
Host
Speaker
 |
Dr. phil. Albert Heiser |
Registration deadline: 14 February 2014
Number of participants: max. of 10
Contact
Eyes & Ears of Europe
Mozartstr. 3-5
D-50674 Köln
How to register
For your binding registration, please send your registration form by 14 February 2014 via eMail to academy@eeofe.org or Fax to +49 221 60605711.
Fees
- € 350,- Eyes & Ears members
- € 75,- Eyes & Ears
members / pupils, students, trainees who are personally members of EEofE
or pupils, students, trainees of an institutional member of EEofE Europe
- € 990,- non-members
- € 150,- non-members / pupils, students, trainees
The fees must be paid within a period of one week after receiving the invoice by means of bank transfer. Accommodation and catering costs are not included in the participation fees.
