When reading Share This, one of the concepts that really stood out to me was the section on how traditional and digital channels can combine (p.40). Many mass media organizations have adopted digital channels to reach their target audiences, but I know I have taken this for granted as just a part of life. CNN, USA Today, The Associated Press and more of what I would consider to be top news sources not only have websites that can be quickly accessed from a computer, but smart phone apps that send push notifications directly to a user in real time. This was, and still is, revolutionary.
But the interaction extends beyond instantaneous updates to your phone. Users can interact online with each other through comments about the posts. Users have the ability to tell their news source and others exactly how they feel about the article or editorial post that they have read.
Online interaction doesn't just end at updates and the ability to comment. Public relations professionals can create campaigns online that extend into the "real world". Kellogg's Keebler, the cookie company known for its delicious products and elf employees, has implemented a (hopefully) viral campaign to draw more attention to their brand.
The campaign focuses on finding tiny doors that have been placed on trees throughout the country, all of which have the hashtag #TinyDoors on them. Kellogg has created a website through Tumblr, www.tinydoorproject.com, that allow people to submit pictures of the doors they have found or ones they have created and placed on their own trees. The website links to Instagram and Twitter, where you can see more posts about these tiny doors. The brand isn't pushed on to the person investigating what the Tiny Door Project is about. There are no cookies being shoved down your throat or little elves placing the stripes on your favorite Fudge Stripe cookies. But, it's gaining positive attention. Customers can become involved with the brand through the pursuit of these tiny doors without having to buy a single product, and that is amazing. Kellogg has combines two aspects of combining traditional and digital media, community development and brand participation.
External relations is the final component of mixing traditional and digital media. Businesses are sharing more with the public every year. Apple holds special events to announce new products, inviting the media and streaming the conference online. Tomorrow, they'll be holding their first event since June where it is anticipated that new products will be given launch dates and the public is excited. Apple even sent out invitations online.
The everyday public is more involved with the media than ever before. The days of picking up a newspaper and grumbling under your breath about the articles, mindlessly walking through a grocery store and being impressed with colorful packaging and businesses being "untouchable" are over. As much as companies would like to still believe that we depend on them to guide us like sheep to the next big thing, the consumers determine what will or will not be the next big thing. Using traditional and digital media is key in enticing a consumer to look at your product, visit your website or become involved in your campaign.
What other companies have combined digital and traditional media to create a campaign that has impressed you? Do any other companies involve external relations like Apple does?
What other companies have combined digital and traditional media to create a campaign that has impressed you? Do any other companies involve external relations like Apple does?
Brittany, your blog was extremely interesting! Never heard of #tinydoors. Thanks for the blog-I enjoyed reading your work.
ReplyDelete