Here is the link to mine and Kate's video about the Lewis Alumni Centre.
http://www.youtube.com/watch?v=r5eugv9Q_eA
Wednesday, April 18, 2007
Tuesday, April 3, 2007
Second Life Assignment
For this assignment I visited the Second Life environment and found myself on the John Edwards campaign space. Edwards has a beachfront property which creates a very mellow, "let's have a good time" vibe. All around the sand Edwards has campaign signs stuck in the sand, and there are many picture displays as well. When I visited this space there was one other person looking around, but there wasn't anyone specifically from the campaign there to greet me. I found this environment pretty low-key, and I thought the pictures were a nice touch. They worked to showcase Edwards as a loving husband and father; more than a politician. Running along side the picture displays were little information boxes that you could click on to learn more about Edwards, his campaign, his wife's battle with cancer, just about anything really. In the center of the space was an area where visitors could receive free Edwards stuff such as lawn signs, bumper stickers, things like that. There is also a message board where people can leave messages about the campaign and their thoughts and suggestions for Edwards. Here is the snapshot I took of the area: https://mysite.wsu.edu/personal/cplucker/Shared%20Documents/revised%20snapshot.JPG
I think that Second Life can have some major benefits; especially when dealing with political campaigns. For instance, this type of program really lets users interact with the material, and allows them the illusion that they're "really" there. It is also another facet that politicians can use to get their message out; perhaps reaching people that they wouldn't reach otherwise. If I were conducting this campaign in Second Life I think I would consider having a "live" person there at all times to greet visitors. When I was visiting the site at first I was all by myself, and it felt kind of lonely! I think that since this is a political space, and because Edwards is trying to gather voters, there should be some "one-on-one contact with a Second Life individual on the beachfront property. The program itself is already pretty advanced which makes it pretty exciting, but I think there should be someone present at the "headquarters."
Of course, I think a program like Second Life runs the risk of simply being all show and no substance. It is set up to resemble a video game, and I think that most of the information being presented within Second Life is a lot like the information presented all over the Internet, it's just being viewed in a different format. I don't think that this should be a primary source for corporations and politicians to use for their media campaigns because I think more people can be reached by the more conventional means of communication (i.e. press releases, VNR's, events). I think that Second Life is an interesting and provocative way of presenting information, but it can also be a turn off for individuals who don't subscribe to this sort of program.
I think that Second Life can have some major benefits; especially when dealing with political campaigns. For instance, this type of program really lets users interact with the material, and allows them the illusion that they're "really" there. It is also another facet that politicians can use to get their message out; perhaps reaching people that they wouldn't reach otherwise. If I were conducting this campaign in Second Life I think I would consider having a "live" person there at all times to greet visitors. When I was visiting the site at first I was all by myself, and it felt kind of lonely! I think that since this is a political space, and because Edwards is trying to gather voters, there should be some "one-on-one contact with a Second Life individual on the beachfront property. The program itself is already pretty advanced which makes it pretty exciting, but I think there should be someone present at the "headquarters."
Of course, I think a program like Second Life runs the risk of simply being all show and no substance. It is set up to resemble a video game, and I think that most of the information being presented within Second Life is a lot like the information presented all over the Internet, it's just being viewed in a different format. I don't think that this should be a primary source for corporations and politicians to use for their media campaigns because I think more people can be reached by the more conventional means of communication (i.e. press releases, VNR's, events). I think that Second Life is an interesting and provocative way of presenting information, but it can also be a turn off for individuals who don't subscribe to this sort of program.
Monday, March 26, 2007
World Food Program Viral Campaign
One viral video campaign I located on the Internet is being run by the World Food Program (WFP). The mission of this organization is to help end world hunger, particularly in young children, by the year 2015. The organization recently held a contest to see who could come up with the most successful video(s) for the campaign, and the winning entries were posted on their Web site. The winning video can be seen here: http://www.fighthunger.org/contest
I thought this video was successful for a couple reasons. First of all, the video uses a cartoon child to relay the message, which is important because the goal of the organization is to help children. Using a cartoon format will also appeal to other children and parents, encouraging them to get involved in the camaign and help out with the overall mission. I also thought another positive aspect of the cartoon images was that it made the pictures of real children suffering from hunger more effective. These real pictures stood out quite starkly against the cartoon images, which makes the issue of children suffering from hunger more real and in the viewers' face. I also thought this message did a great job of broadcasting the organization's mission, and provided viewers with accurate information and ways to get involved. I think this video is a great example of how videos don't have to be obscure and funny in order to get their message across or gain popularity. This video uses subtle, creative means to promote the WFP, and I think this is what makes the video a success.
I thought this video was successful for a couple reasons. First of all, the video uses a cartoon child to relay the message, which is important because the goal of the organization is to help children. Using a cartoon format will also appeal to other children and parents, encouraging them to get involved in the camaign and help out with the overall mission. I also thought another positive aspect of the cartoon images was that it made the pictures of real children suffering from hunger more effective. These real pictures stood out quite starkly against the cartoon images, which makes the issue of children suffering from hunger more real and in the viewers' face. I also thought this message did a great job of broadcasting the organization's mission, and provided viewers with accurate information and ways to get involved. I think this video is a great example of how videos don't have to be obscure and funny in order to get their message across or gain popularity. This video uses subtle, creative means to promote the WFP, and I think this is what makes the video a success.
Viral Video Questions
1. I think a successful viral video is one which is both entertaining and informative at the same time. There are many ways to create entertaining videos using humor, special effects, and other sophisticated means. However, if the purpose of a viral video is to inform people of a particular message or idea, then that must also be incorporated into the video. The trick to making a successful production is evenly balancing the humor and the informative aspects. I think viral videos which do this are the most effective. In measuring the success of viral videos I think it is hard to come up with a universal scale. Different videos will find different forms of success, and not necessarily based on how many people view the video. I think success should be measured on what occurs after the video(s) are launched. For instance, do sales increase, does money get raised, do more people call with questions and/or wanting to volunteer? Each viral campaign has different goals and objectives, therefore success of a certain campaign will be measured against these initial objectives. I also think that a main goal in all viral campaigns is to raise awareness, so if this is achieved, then a campaign has found success.
2. The first viral video I looked at was the Bill Cosby eightbucks.org viral campaign. One aspect of this video which was a positive addition was having Bill Cosby as the spokesperson in the video. Cosby is a well-known and well-liked comedian, so if he is speaking in a video, it is very likely that people will listen. The video also incorporates levels of humor in which to broadcast its message. Dr. Cosby uses his comedic talents, along with background pictures, to create an entertaining video highlighting an important cause. Another extremely important part of this campaign is the fact that anyone can create a video with Dr. Cosby speaking his set script. This gives interested viewers a chance to work hands-on with the campaign and pass along their videos (and the message of the campaign) to their friends, families and coworkers. The hands-on aspect will make people feel as if they are actively taking part in the campaign, which they are, and it will also increase the chances of people viewing several different versions of the same message.
The second viral video I analyzed was the GM "Flying Cars" Campaign. I did not find this campaign to be as successful as the previous one mentioned for a couple reasons. First of all, the overall message of this campaign is not apparently clear from watching the video. If anything, it leaves the viewer asking "So what?" However, this does not mean the videos in the campaign are failures. Confusion will often lead viewers to do further investigation into the campaign, and in the process learn even more about the campaign and the ideas behind it than if they had simply watched one video. But the company also runs the risk of viewers simply giving up on the videos and not seeking more information. After analyzing the video I came to the conclusion that the flying cars are meant to represent GM's ability to see into the future, or to say to viewers that they are somehow ahead of the times. I thought the flying cars was an interesting way to make that point, but I am wondering if all viewers will get that impression. I thought the idea of making the video look authentic with the shaking and out of focus shots was a nice touch. If someone didn't know better, they might think this was a real video and not created for a viral campaign.
3. I think I would actually pass both of these videos onto my friends and family. I would send the Eightbucks.org video simply because I think it is a good cause, the video is nicely done, and the overall message is pointedly clear. I would send on the GM "Flying Cars" video because I am interested to hear what other people think of the campaign. I would like to get other peoples' opinions and see what conclusions they came to that I might not have thought of. I find it interesting that I am choosing to pass on a video I didn't think was quite successful simply because I want more input on it. I think this notion is what makes "unsuccessful" viral videos successful in a small way. Confusion can lead to popularity in the essence of wanting to figure things out.
4. The brand placement in the Bill Cosby video is fairly obvious. Actually, it isn't so much a brand placement as it is cause placement. Dr. Cosby is promoting a cause and it is the overall focus of the video. In the flying cars video the brand placement is there, but it isn't quite clear what company is behind it or what type of car is being promoted. The ambiguity of this video could have mixed effects. In one sense people may investigate to discover which company is behind it, on the other hand people may not even care, therefore GM won't be credited with the video. Therefore, I think I would try and make the brand placement (or at least the company placement) a bit more prominent in the video. For the Eightbucks.org video, I don't think I would change anything about it as far as brand placement. Dr. Cosby relays the message quite clearly and the picture backdrops illustrate very clearly what the video is trying to accomplish. One thing I might add into the video is why the group is asking for $8 donations. It seems like an odd number and it might be interesting to come up with a section of script highlighting this issue and why it is important for the museum.
2. The first viral video I looked at was the Bill Cosby eightbucks.org viral campaign. One aspect of this video which was a positive addition was having Bill Cosby as the spokesperson in the video. Cosby is a well-known and well-liked comedian, so if he is speaking in a video, it is very likely that people will listen. The video also incorporates levels of humor in which to broadcast its message. Dr. Cosby uses his comedic talents, along with background pictures, to create an entertaining video highlighting an important cause. Another extremely important part of this campaign is the fact that anyone can create a video with Dr. Cosby speaking his set script. This gives interested viewers a chance to work hands-on with the campaign and pass along their videos (and the message of the campaign) to their friends, families and coworkers. The hands-on aspect will make people feel as if they are actively taking part in the campaign, which they are, and it will also increase the chances of people viewing several different versions of the same message.
The second viral video I analyzed was the GM "Flying Cars" Campaign. I did not find this campaign to be as successful as the previous one mentioned for a couple reasons. First of all, the overall message of this campaign is not apparently clear from watching the video. If anything, it leaves the viewer asking "So what?" However, this does not mean the videos in the campaign are failures. Confusion will often lead viewers to do further investigation into the campaign, and in the process learn even more about the campaign and the ideas behind it than if they had simply watched one video. But the company also runs the risk of viewers simply giving up on the videos and not seeking more information. After analyzing the video I came to the conclusion that the flying cars are meant to represent GM's ability to see into the future, or to say to viewers that they are somehow ahead of the times. I thought the flying cars was an interesting way to make that point, but I am wondering if all viewers will get that impression. I thought the idea of making the video look authentic with the shaking and out of focus shots was a nice touch. If someone didn't know better, they might think this was a real video and not created for a viral campaign.
3. I think I would actually pass both of these videos onto my friends and family. I would send the Eightbucks.org video simply because I think it is a good cause, the video is nicely done, and the overall message is pointedly clear. I would send on the GM "Flying Cars" video because I am interested to hear what other people think of the campaign. I would like to get other peoples' opinions and see what conclusions they came to that I might not have thought of. I find it interesting that I am choosing to pass on a video I didn't think was quite successful simply because I want more input on it. I think this notion is what makes "unsuccessful" viral videos successful in a small way. Confusion can lead to popularity in the essence of wanting to figure things out.
4. The brand placement in the Bill Cosby video is fairly obvious. Actually, it isn't so much a brand placement as it is cause placement. Dr. Cosby is promoting a cause and it is the overall focus of the video. In the flying cars video the brand placement is there, but it isn't quite clear what company is behind it or what type of car is being promoted. The ambiguity of this video could have mixed effects. In one sense people may investigate to discover which company is behind it, on the other hand people may not even care, therefore GM won't be credited with the video. Therefore, I think I would try and make the brand placement (or at least the company placement) a bit more prominent in the video. For the Eightbucks.org video, I don't think I would change anything about it as far as brand placement. Dr. Cosby relays the message quite clearly and the picture backdrops illustrate very clearly what the video is trying to accomplish. One thing I might add into the video is why the group is asking for $8 donations. It seems like an odd number and it might be interesting to come up with a section of script highlighting this issue and why it is important for the museum.
Sunday, March 18, 2007
Tuesday, February 20, 2007
Wednesday, February 7, 2007
Targeted Social Networking
Hypothetically, if I were devising a PR campaign for the Nike Corporation I would devise a specific plan for reaching the Black community.
For starters, I would use Black networking sites, such as blackplanet.com, to create an open forum where people could discuss topics relating to Nike, products, sponsored professional athletes, and other topics. I would also use Internet ads featuring Black professional athletes since the Black community would feel more of a connection with those players. Also, even on the networking sites it could be beneficial to have several types of ads running; not just in a Nike specific forum. Chat rooms frequented by African-Americans would also be good places to run Internet ads. I think it would be important to showcase female and male Black athletes, and be certain to showcase products which are known to be purchased more heavily by Black people as opposed to Caucasians.
I would also try to put together Nike sponsored events in areas which are known to be mainly inhabited by Black individuals. Events such as basketball tournaments, flag football tournaments, things like that could really promote Nike's brand name. Also, if participants were given free Nike gear for participating it might cause them to develp positive associations with the Nike brand name.
For starters, I would use Black networking sites, such as blackplanet.com, to create an open forum where people could discuss topics relating to Nike, products, sponsored professional athletes, and other topics. I would also use Internet ads featuring Black professional athletes since the Black community would feel more of a connection with those players. Also, even on the networking sites it could be beneficial to have several types of ads running; not just in a Nike specific forum. Chat rooms frequented by African-Americans would also be good places to run Internet ads. I think it would be important to showcase female and male Black athletes, and be certain to showcase products which are known to be purchased more heavily by Black people as opposed to Caucasians.
I would also try to put together Nike sponsored events in areas which are known to be mainly inhabited by Black individuals. Events such as basketball tournaments, flag football tournaments, things like that could really promote Nike's brand name. Also, if participants were given free Nike gear for participating it might cause them to develp positive associations with the Nike brand name.
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