Submitted by: Submitted by jpsm
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Date Submitted: 11/04/2012 02:12 AM
Transmedia Campaign
For Apple iTunes store
Apple- It’s worth fighting for.
Prepared for:
Creative Communication G2
Prof Mark Chong
By:
Debbie Foo Zhen Wei
Jane Pang Su Mei
Lim Sher Feng Desiree
Ishan Chatterjee
Benedict Choong
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Table of Contents
Objective 3
Target Audience 3
Platforms Used 3
Principal Characters & Cast 5
Basic framework of story 5
Story Concept and Structure 6
Stages of Engagement 6
Detailed Synopsis 8
Backstories 19
Platform Action Chart 22
Evaluation of story 25
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Objective
Conceptualize and present a transmedia brand story that will launch Apple’s iTunes Store in Singapore.
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Target Audience
The target audience for the campaign would be Singaporeans between 15 – 35 years old.
The target audience can be broadly portrayed as having the following characteristics:
* Own one or more Apple devices (iPhone, iPad, Macbook, iMac, etc)
* Brand advocates for Apple
* Tech- savvy; frequent users of social media on multiple platforms
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Platforms Used
Platforms Chosen
* iTunes Store
* Online community page
* Online blogs
* Youtube
* Physical locations
Cost
The cost of delivering the developments in the transmedia story is kept to a minimum. The pre-hype phase in the detailed synopsis includes leaks released by Apple regarding the launch of the Apple iTunes Store in Singapore. This would generate excitement amongst legions of Apple fans in Singapore because iTunes Store still maintains exclusivity, with Singapore being the first Asia country to launch such a media-downloading platform. The hype is mostly created online through reviews by tech bloggers, Apple iTunes (Singapore) Facebook page, Apple iTunes Twitter,...