Viral marketing & transmedia storytelling

20.02. – 21.02.2014 / Eyes & Ears Academy, Berlin

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.

Program: Thursday, 20 February 2014


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

Transmedia storytelling:

Exemplary campaigns and introduction to the narrative strategy

Design & development of campaigns for TV/Internet/Mobile/POS


Lunch break



Story elements & dramaturgy of the short form

Design & evaluation criteria for the effectiveness of viral films


16.00Strategies of viral films on the Internet

Seeding & Distribution channels for messages on the Web 2.0




Viral Campaign structures

Mode of action of the individual media

Design & development of campaigns for TV / Film / Internet / Mobile / POS

Measurability of viral campaigns


Discussion & summary


End of day one & a little homework

Program: Friday, 21 February 2014


Get together


Presentation of viral film concepts




Conception of viral campaigns and branded content

Development and crossmedia accompaniment of campaigns on the Internet


Lunch break


Conceptual exercise



Presentation of the results


Summary & evaluation


End of the event


Deutsche Welle


Albert Heiser

​Dr. phil. Albert Heiser

Registration deadline: 14 February 2014

Number of participants: max. of 10


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 or Fax to +49 221 60605711.


  • € 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.