Creative Comm

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

* Twitter

* Online blogs

* Youtube

* Facebook

* 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,...