The SCREENS.tv Blog
“It shouldn’t be possible to separate message from medium” (0)
There’s a nice piece by Amelia Torode of British agency VCCP downloadable here on the role of “trans-media planning” in the firm’s recent CompareTheMarket/Meerkat campaign (surely familiar to all our UK readers and, for the rest of you, confirmation of the bizarre British sense of humour).
Her conclusion: “The separate campaign elements can work in isolation, but they were designed to work seamlessly together and to deepen and enrich the campaign idea. The campaign narrative was constructed to tell an engaging and participative story that made the best use of multiple platforms. We aimed to encourage participation and conversation, with the belief that business and brand results would follow.”
Nothing specifically on DOOH (the campaign was built around TV and online), but worth a read.
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