DEC Scan Journal : February 2011
paid advertising links will appear on the right hand side of the screen. The order in which they appear relates closely to how much you are willing to pay for the privilege. Involvement and connection As in the print or moving image world, there are different kinds of websites and genres. Some mirror their old world counterparts and some are new types of hybrids. Corporate and eCommerce sites such as eBay are blatantly persuasive. More subtle are search engines, video and image sharing, social media, media and news sites. They increasingly consider their audience to be participants rather than passive consumers of their products, and organise their campaigns to reflect this change. The new questions advertisers and marketers ask are: • How will you involve people in your story or product? • How will you sustain this involvement? For instance, if your product is a film, your story might start with a movie trailer posted on YouTube, a produc- tion/talent blog and/or a tie in with a book, and the production of an official site and social media campaign. These all continue with the release of the film and cross promote the book and the new game out in time for Christmas. Later the DVD will come out and pay TV or free-to-air release of the film will follow. The involve- ment begins with fan sites on social media and is kept regularly updated with enticing copy. The trailer elicits comments and hits. Harry Potter and the deathly hallows trailer had over 19 million viewings in the months previous to release, well before the actual release of the film and allowed loyal fans to express their interest in the coming movie (Figure 1). Facebook fan pages are very closely developed and maintained by advertis- ers and marketers. They rate fans as either casual, engaged or committed. It is their job to convert the casual to the committed through targeted and relevant postings. The companies get feedback from their fans about likes and dislikes, and reward them for their loyalty with give-aways and discounts. The Coca-Cola Facebook page (Figure 2) has an amazing 19 869 352 people registered as liking this product, which says much about product association and the development of identity. Entertainment and humour It is safe to say the holy grail for most advertisers and marketers is to have one of their products or videos go viral. This means that their video is so entertaining that it is viewed by millions of people, by choice, through a video hosting site. The knowledge of this video is spread by sending its link through social media as recommended viewing. An excellent example is the recent Old Spice campaign which had many more viewers than if it had just been broadcast on television. All of them chose to see the advertisement. In response to viewers' comments, the company made a further number of video responses by the character in the same style and humour as the original advertisement -- yes, the web responds. There is no doubt that Figure 1 A search for Harry Potter and the deathly hallows trailer has 14 900 000 hits and related search options are offered at the bottom of the search page Figure 2 The Coca-Cola Facebook page <www.facebook.com/cocacola> Scan Vol 30 No 1 February 2011 17 The involvement begins with fan sites on social media and is kept regularly updated with enticing copy.