More importantly however, we have combined these good/bad/remarkable trends, similarities and features of all these projects in a general points of interest list. The next step is to get recommendations for our own project from this list. We hope this information proves useful for other groups too, so below you will find our points of interest. (currently 12, though this will undoubtedly increase)
- Many crossmedia projects are often used for commercial marketing purposes, but don't háve to be.
- Crossmedia projects can be combined and marketed alongside a new product.
- Making use of popular personalities/celebrities is common in advertising, and is extensively used in commercial crossmedia projects as well. e.g: popularity can be used to generate new popularity for example a project, service or product.
- Organized quests and searches, (like treasure- or manhunts) have been used succesfully in multiple crossmedia projects.
- Social profiling sites are used extensively in many crossmedia projects.
- Target groups have to be aware of a crossmedia project, in order for it to have any effect.
- Crossmedia projects seem to only be disliked if people's expectations about it are not met. On top of that people seem to have more expectations about useability and the interaction with digital applications, than about the entire goal of the project.
- The boundary between creative advertising and crossmedia projects is sometimes very vague.
- It seems creators/commissioners of crossmedia projects have better acces to more platforms than target groups.
- Humor is often used as a component of a crossmedia project.
- Some crossmedia projects require fees in order to be used, some are free.
- The succes of crossmedia projects is often measured in a (percentual) increase of:
- Traffic; to a website, store, venue etc.
- # Buyers or payments; products, services etc.
- Registrations or applications; for webaccounts, jobs, testdrives etc.
- Involvement or popularity; # attendees, forum posts, Google search hits, etc
Hope these points of interest are useful to any of you. And if they are/are not; feedback please!
SpoorDrie
