Transmedia Marketing Campaign
Project Overview
What is the project about?
This GINORMOUS 80-page project was created to show the students what a two (2) week long Transmedia marketing campaign would look like and what it takes to create one. We had the option of designing the campaign around ourselves or a small business. This project includes research on the competition, target market personas, user journeys, and designs. Then we had to create five (5) pieces of media around our marketing campaign. The pieces of media chosen were: an AR filter, a poster, a video, a website, and social media posts. Finally to cap off the project, we had to compile the interactions (views, likes, etc) from our media pieces and set up a future marketing strategy and a summary of the project.
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Research
Researching the Competition and Market
Competition
​One of the first things we had to do is set set goals and research the competition. For people that were doing individual campaigns, we researched others that had the jobs the students wanted. Based on that research, as well as our strengths and weaknesses, we created target market personas for this marketing campaign. In this case, my personas were the people that had those jobs and their bosses/managers. Afterwards, we set a business model for ourselves and had to make projections regarding cost and revenue of this marketing campaign.
Treatment
Treatment was all about early research into the pieces of media we had to create. We came up with a backstory of the overall campaign, a synopsis, early planning of the acts of the campaign, how each piece of media would interact with one another and how they connected with the campaign, and the characterization and attitude of the protagonists of the marketing campaign. We specifically used XmPie to connect all of the main points of the campaign.
Look & Feel
What's the design of the campaign
For my marketing campaign, I wanted to bring forth a sense of clarity, efficiency, and coherency. For this reason, I chose to base around my campaign around the colors blue, green, and off-white. I liked these colors so much that now I use them for my portfolio website.
Media
Different types of media created
AR Filter
Because my campaign was about myself and video game development, I wanted to create an AR filter that would help solve those "writer's block" that locks people out of progressing their work. This filter also had to work for non-game dev users. So, I created an AR filter on Meta's MetaSpark. The filter goes on top of the user's head and cycles between different genres of games (puzzle, sports, RPG, etc). Whichever it lands on, that's the type of game you had to play or create.
Poster
The poster was to promote the marketing campaign on social media platforms and it would be something to put around the neighborhood or school. It would highlight the video and where to find it. We also to create the script of the video that same week.
Video
I collaborated with someone else for the video. The video was about a client requesting my help to create a video game. Each time I presented the game they wanted, they would change their answer and try to come up with something bigger. At the end, I managed to fulfill all of the ideas the client had and create their perfect video game.
Website
We were tasked with designing a draft of a website that could eventually become the student's portfolio piece. However, while the campaign went on, this website would house all of the materials and information of the marketing campaign. Again, I liked the look of this website so much that I made it my portfolio website!
Social Media Posts
The final thing we had to make were the social media posts. We had to design them and post them online for others to interact with. This was non-negotiable, as we had to present results at the end of this project. I created accounts for Facebook, X (formerly Twitter), and Instagram. I chose these social medias based on where the target personas were most likely found
Results
What were the results of this campaign
The results of this campaign exceeded expectations! The accounts in general rose 16 followers and averaged 62 impressions per X (Twitter) post. The AR filter was also a success, with at least 16 people using it. Based on the results, I came up with a future marketing strategy to increase social media and website impressions.
