Joost van de Loo and Martijn C. Nieuwenhuis gave a (small) presentation for the IAA about Cross Media on the 8th of May. What's it anyway?

1. Crossmedia
Joost van de Loo (Lemz)
Martijn C. Nieuwenhuis (DZ)

2. Wat is cross media?
• …. ahum
• Oh no, viral of spiral?!
• No, multi-media
• Uhmmm and multi-channel
• Ah! Of….integrated media-mix
• [burp]
f
We’ve never seen a client brie
edia’
that wants ‘cross m

3. So, two options…
A) Forget cross media
B) Give cross media a meaning

7. ebsite
w * Advergames
ov ie/ * Advertainment
* Advertising awards
al m
* Ambient marketing
vir
* Branding online
* Email marketing
* Guerilla marketing
* Integrated marketing
* Mobile advertising
* Mobile marketing
* Multichannel campaigns
* Offline advertising
* Offline marketing
tion
* Online advertising
* Online campaigns
tiva
* Online competitions
c
da
* Online marketing
er illa an
* Online video ads
* Opinions & interviews
gu br * Outdoor advertising
* Podcasting & marketing
* Print advertising
* Rich Media
* Social campaigns
* Social networking
* Tv advertising
* Viral marketing

9. 4 types cross media
1 – Pushed.
2 – Extras.
3 – Bridges.
4 – Experiences.
5 – …..

10. 1. Push - Same stuff, various channels
Live (conference) Web Podcast/Mobile

11. 2. Extras - Same idea,
stuff adapted to channels
Book Film Game

12. 2. Extras - Same idea,
stuff adapted to channels
Interactive TV Ads
In-commercial In-program
Play

13. 2. Extras - Same idea,
stuff adapted to channels

14. 3. Bridges - Follow stuff
from one channel to the next
1ste uur 2e uur
TV Internet

15. 3. Bridges - Follow stuff
from one channel to the next
Superbowl commercial Website

16. 4. Experiences - Discover stuff,
do things with different channels, to be

17. 4. Experiences - Discover stuff,
do things with different channels, to be

18. Cross Media Quiz

19. The ICT Job - zilver “beste
cross media campagne” Spinawards
Pushed | Extras | Bridges| Experiences
Agency: Euro RSCG Amsterdam i.s.m. Rhinofly
Bridges
Client: AIVD i.c.w. Expertisecentrum Arbeidsmarktcommunicatie Rijk

20. Frequentie 1550 -
Spinawards zilver “gaming concept”
Pushed | Extras | Bridges| Experiences
Experiences
Agency & client: Waag Society

21. Pushed | Extras | Bridges| Experiences
Bridges
Agency: Dynamic Zone
Client: ROC van Amsterdam

22. Pushed | Extras | Bridges| Experiences
Agency: Duval Guillaume Brussels
Not Cross Media!
Client: Overpoort Bowling Gent Guerilla!

24. We discover...
The fifth type…

25. Relation
Balance

27. Relevance
Distinction
Impact
NEW
Consumer involvement
Integrated team effort
Stamina

28. 5. Continuous - An everlasting exchange of
stuff and desires through the appropriated
channels based on a big idea
Books Toys / Video Board games Art
merchandise Games
Clothes Conventions Movies / DVD’s

29. Star Wars cook book Star Wars Galaxy > Virtual worlds

30. Who will be the first
brand to go ‘continuous?’