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This is a follow up project for Starbucks. You need to finish a creative strategy brief.Dont worry about the 10 minutes presentation part. I will do it on my own based on your brief. reading_materials7.docx real_time_marketing_reading.docx reading_materials_9.docx requirements_and_questions.docx Unformatted Attachment Preview Transmedia and Gamification Module Overview: In this module we look at ambitious branding attempts that invite consumers to participate in brand-created narratives that cross media platforms. Generally referred to as transmedia, a crucial component of this type of project is gamification, which we explore as well. Some of the biggest brands in the world have tried their hand at transmedia projects. Begin by reading Transmedia Rising , which chronicles many of the most famous early transmedia efforts. The report has some good information about why this kind of digital storytelling and highly participatory engagement has received a lot of press over the last few years. Be sure to look at some of the most high-profile case studies on pages 6-7. If there is not a link to a particular one, see if you can find a video overview through a Google search. ThisAudi project was one of the first. And here is a link to the Dark Knight’s “Why So Serious?” project, another early example in this genre. As you will see, most of these projects were extraordinarily expensive. Creating this kind of highly immersive, long-running experience isn’t feasible for most brands. However, gamification is, and the report claims that one of the major reasons for the growth of Transmedia is the popularity of gaming. We have all been delighted by brands that use game elements to enhance how we relate to a brand, and we have been turned off by lesser attempts. Bunchball provides a gaming platform, Nitro (Links to an external site.), for brands that want to integrate game elements into the experiences they provide. Gamification does NOT require a brand to create a game for consumers to play. Instead it refers to game mechanics that tap into people’s motivation to achieve and compete. Bunchball allows brands to easily create ways for its followers to earn points, “level up,” see how they compare with others on leaderboards, etc. Lets take a look at a couple of their reports, Gamification 101 , then Winning with Gamification - The Experts Playbook , both of which are very pro-gamification, as you would expect. The Gamification 101 report talks about how different game mechanics may encourage different kinds of behavior. The Winning with Gamification report provides best practices. Theres a more critical camp of how marketers tend to use gamification strategies. As you will see in the following blog post and video, one of the big questions for brands is: Are you using game mechanics to spur intrinsic or extrinsic motivation? Put another way, are you using game mechanics to try to get me to do something that I’m not very interested in doing (extrinsic) or to encourage me to complete a behavior that I already have some motivation to complete (intrinsic)? Most gamification experts believe that it typically works well only if an intrinsic motivation already exists. A parody of gamification where no intrinsic motivation exists is Progress Wars (Links to an external site.). You will become bored playing after about 30 seconds, maybe less, and thats the point. Go play. The author, Ian Bogost, Professor of Interactive Computing at the Georgia Institute of Technology, is a well-known video game designer, researcher and critic. In Gamification is Bullshit (Links to an external site.) he takes marketers to task for co-opting games for business purposes. It’s an interesting read, to be sure, but I think the comments below the post add nuance and balance to his criticisms. Plus, Bogost responds to some of the comments, making for an amusing and instructive dialogue. Definitely take a look at them after reading the post. This video of a Google Tech Talk, Meaningful Play: Getting Gamification Right (Links to an external site.), summarizes in an amusing and constructive way where marketers typically go wrong in introducing game mechanics and what they should pay attention to in order to develop compelling gamification projects. The invited speaker, Sebastian Deterding (Links to an external site.) (another game designer, researcher and critic), is a Professor at the School of Interactive Games & Media at the Rochester Institute of Technology. Bogost and Deterding both talk about internal and external motivation. Yu-Kai Chou, another gamification researcher, gets even more specific. He describes eight core drives in this Tedx Talk. Link Not take a look at the tool--the Octalysis (Links to an external site.)--hes developed to capture how well or poorly a gamification projects taps into the eight different drives. Be sure to click on the question mark icons that accompany the sliders in the left-hand side navigation to better understand each drive. Lets end with a good summary of major brands that have failed with gamification (Links to an external site.). 1.https://www.slideshare.net/Altimeter/report-realtime-marketing-the-agility-to-leverage-nowby-rebecca-lieb-jessica-groopman 2.https://www.skyword.com/contentstandard/ 3.https://www.skyword.com/contentstandard/ 4. https://www.targetmarketingmag.com/article/social-worked-southwest-airlines-got-new-heartground/all/ 5. https://adage.com/article/special-report-super-bowl/home-real-time-marketing-drunk/291455 6. https://www.thedrum.com/news/2015/07/04/brands-join-american-independence-daycelebrations-twitter 7. https://marketing.toolbox.com/article/starbucks-blows-great-marketing-opportunity-fromgame-of-thrones-gaffe 8. https://www.kansascity.com/sports/spt-columns-blogs/for-petes-sake/article232245957.html 9. https://mashable.com/2016/04/22/homebase-prince-tweet-fail/#XFuWn5YOCZqY 10. https://mashable.com/2016/04/21/prince-death-brands/#dgAflywNFEqI 11. https://adage.com/article/media/chevy-guy-a-hit/295655 12. https://adage.com/article/cmo-strategy/chevy-wraps-technology-stuff-publicitywindfall/295786 13. https://mashable.com/2016/11/09/airlines-hotel-election-day-deals/#x6mDes9GCSqE 14. http://www.themobileplaybook.com/en-us/ 15. https://www.appannie.com/en/ Social Engagement and Building Online Branded Communities Overview: In this module we consider how brands encourage social engagement, often through online communities where consumers can communicate with brands about their liking, love and frustration for products and services, and where brands can gain knowledge from some of their most loyal customers. Brands have an important decision to make regarding where to deploy their social engagement opportunities. Most choose to support these opportunities on their social networks. In fact, the vast majority of the brands chosen for the project in this class spend their community management time fostering communication with customers on their Facebook, Pinterest, Instagram, LinkedIn, etc. pages. Its very possible to build a community across a brands social networks. However, as you will see, there are also advantages to creating an owned community that exists outside of social networks. Regardless of where the online community is, the role of an online community manager has grown in stature over the last few years, so much so that, believe it or not, community manager appreciation day (Links to an external site.) now takes place every fourth Monday of January. Here is some recent data regarding salaries (Links to an external site.) for online community managers. Take a look at the Lithium (now Khoros) online community management platform (Links to an external site.). Note that the platform allows brands to build an owned community but also integrates social media so brand managers can “steer those conversations to communities you own.” In other words, Lithium focuses on helping brands build owned communities. Read: Online Community: The Heart of Social Strategy This report is a great introduction to owned brand communities. It explains why simply conversing with customers on social networks may not be sufficient, and there’s a great table detailing different types of brand communities and key performance indicators for each. Read: The 2012 State of Online Communities NOTE: For some reason, ComBlu has not released a more recent report after four straight years of publishing this series. This report covers the same territory as The Heart of Social Strategy but goes into greater detail. Some of you will find your brand discussed in depth regarding its online community. All of you will be able to learn about how your brand’s major competitors develop and, maybe, benefit from owned brand communities. Be sure to read through the appendices to see how they rate each brand’s community. There is a helpful glossary in the appendix too. Read: The State of Social Engagement Now let’s get even more specific and more recent about what constitutes an effective online community and how you can measure its health. The Social Engagement Scorecard gives brands a way of to quantify how well its community and social engagement strategies. Requirements: Much of our focus the first half of this term has been on how consumers behave as brands try to reach them at the right time in the right place. This focus has culminated in the social media audit and analysis assignment that youre wrapping up. You will now switch gears and begin playing the role of a brand manager for your chosen brand. The first step will be for you to imagine a new service or product, digital or otherwise, that your brand might realistically launch. You will then develop possible ways to launch this new service/product, develop a creative strategy brief for one of your campaign ideas and record a video presentation as if you were presenting to the brand client. By now, you should have chosen your brands new product/service for this part of the project. Its now time to focus on campaign ideas to promote/develop this. The format that I want you to use is the creative strategy brief. There are many templates out there for crafting creative strategy briefs. I have modified one that I thought was very good, and I would like you to use it: Creative Strategy Brief template (Links to an external site.). Imagine that you work for an advertising agency that has your brands account. You are managing a small team charged with launching/developing this new product/service. The creative strategy brief is an internal document designed to make everyone on your team aware of what you are trying to achieve and how. Be sure to include a discussion of how mobile plays a role in your ideas. In the process of discussing your campaign plan, you will describe how your target market will interact with your brand during the course of the plan, and how you will measure the plans effectiveness. Our next module will focus on metrics so leave this section of the brief until after youve had a chance to get into that material. You will see that I have left more room for some sections of the brief than others. This reflects my estimation of what sections will require more content than others. Feel free to use my estimates as guidelines. Fill out the Google doc that is the template and upload it into Canvas as a Word doc or share a link in Canvas to the Google doc. Creative Strategy Brief Rubric (1) Creative Strategy Brief Rubric (1) Criteria Ratings This criterion is linked to a Learning OutcomeCampaign detail There is enough detail provided for the reader to understand how this campaign idea and its components would be implemented and why. 30.0 pts 0.0 pts Full Marks No Marks This criterion is linked to a Learning OutcomeMeasures of effectiveness It is clear how the effectiveness of the campaign would be measured in terms of metrics that would be captured to evaluate its success. 25.0 pts 0.0 pts Full Marks No Marks 30.0 pts 0.0 pts Full Marks No Marks 5.0 pts 0.0 pts Full Marks No Marks 5.0 pts 0.0 pts Full Marks No Marks 5.0 pts 0.0 pts Full Marks No Marks This criterion is linked to a Learning OutcomeInteraction goals and expectations Thought has been put into how the target market will interact with campaign components. This criterion is linked to a Learning OutcomeQuality of brief - Has professional appearance and persuasive quality - Is free of grammatical and spelling errors This criterion is linked to a Learning OutcomeUnderstanding of Baekdal and Gilbreath - Demonstrates understanding of what Baekdal and Gilbreath consider to be important tenets of digital branding today. - Applies these tenets to guide development of client campaign. This criterion is linked to a Learning OutcomeMobile component(s) - Includes a well-considered discussion regarding the role that mobile plays in the campaign Total Points: 100.0 Pts 30.0 pts 25.0 pts 30.0 pts 5.0 pts 5.0 pts 5.0 pts ... Purchase answer to see full attachment