Here is a presentation I gave at the Marketing Expo of DMEXCO in Germany. It is one of the largest Marketing Expo's in Europe and it was a real privilege to talk about the projects and the collaborative creative process we use at Indie. I hope you enjoy it.Click HERE if you want to skip to my part of the presentation or just skip to 11:55 in the video below.
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Many people wonder how Viral Campaigning works. Many beleive that all you have to do is make a funny video woth a cat and that will spread the message. Sorry, that was about 2-3 years ago. The truth is nowadays you have to create a Multi Media Alternate Reality Game. Otherwise known as an ARG. There are puzzles spread over the internet, areas to communicate with other players, real world phone calls and emails. This is how you create a Viral. Not just a 30 sec. clip but an allround Media experience, puzzle and immersion. These are the types of projects that my students have been developing over the last few years. One of the first of my DVTG students created on his own, with no budget, an alternate reality game that spread from temples in Thailand, lockers in London, phone calls from New York and the Vatican. Using the tools available all over the internet with free sites, this is how Alternate Reality Games are spread. Below we see a video of the Dark Night Campaign, and there are 2 of the Transformers virals that were spread. Those videos spread from the transformers is called, "The Rabbit Hole". Or the first video trigger that leads one into the Alternate Reality Game.