Today we are going to take a look at how to design great cross media campaigns. I will share the process we use here at Creative Train when we create new concepts and ideas.
What you will need:
- Whiteboard
- Whiteboard Marker
- Pencils
- Sticky Notes
As you can see it is mostly things that you can find around the office, so lets begin!
At the heart of every cross media campaign are the jumps across different media. In the business these are called loopholes. When we are brainstorming we draw 12-15 loopholes on a whiteboard. Usually we draw them as circles but it is not important as long as you remember that they are loopholes. After that, we take post-its with different types of media drawn on them and spread them around all over the place. It is good to have your finger on the pulse when you chose media, but because this changes so fast it is sometimes a good idea to just take some chances.
Be creative!
After that we take the whiteboard markers and draw lines between the loopholes and media. This is where the really awesome things start to happen. Exciting new combinations are bound to happen.
After you have come up with a really good concept you are almost done. All that is left is to decide the content that is to be placed in each media and also adapt the concept to your clients needs and business goals.
Good luck!
Petter Carlsson, Creative Train
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