In this task we were given previously mentioned task. We decided to scrap the idea of making it for a company and planned a campaign for a TV-series (which does not actually exist).
The series would be about a worldwide pandemic of a previously unknown disease (like swine flu or bird flu), killing people living in the major cities. The series would be mainly located in the USA, with some references to the events in India, China, Japan and Europe. The main plot would first develope from people having no knowledge of it, just the mass deaths and odd symptoms which doctors can not cure. After that, bio-terrorism would be suspected and task forces would try to find the persons responsible, finding only that they are also affected by it.
The series would have an official website, MySpace site, Facebook fan site and a Twitter profile. Also short clips would be made for YouTube ("newsflashes" of the events).
The official site would be made with a mysterious, glooming theme and it would contain most of the information behind registration area. The front page would be covered with fake newspaper headlines stating "Global Pandemic", "What is happening?" etc. That would of course be free. The basic information, such as airing dates and channels would be of course available, but without any details on what they contain (that it actually is a series, not reality).
Facebook, MySpace, Twitter and Youtube would be used for broadcasting bits and pieces of information related to the series and the idea of it. Twitter profile would be used for spreading rumors about the pandemic, without any exact details. YouTube videos would be fake newsflashes, showing people dying and deserted cities. Hidden in the videos and messages there would be some messages, requiring some deduction skills. By gathering the information, people would be able to answer some of the questions in the official site, and then access the full content. After registering, the most effective people in finding the answers would be awarded with some fancy fan material.
After airing the show, the webcampaign would reveal the truth (that it is TV-series) and stop adding the mysterious content. The webpages and fan sites would be of course maintained and upcoming events would be "leaked" to Twitter, YouTube could be used for some off-screen material and extras.
In overall: the campaign would utilize social media capabilities and word of mouth heavily. The official site would serve as the main point of the campaign, assisted by the fan sites and Twitter profile. The overall costs would not be that big in this area (not counting or planning how to advertise on TV, maybe just some short spots and links?) and the technical side would also be quite easy to execute.
The TV-series idea has absolutely nothing to do with the new movie featuring Viggo Mortensen. We do not even know the name of the movie. But basically the campaign was the point here.
keskiviikko 20. lokakuuta 2010
torstai 14. lokakuuta 2010
Weekly task four: Ovi.com by Nokia
In this task we needed to familiarize ourselves with the mentioned service. After some inspection and arguing, we came to these conclusions:
The service as an idea is good: it has combined several functions into one service (Apple used to have App store and iTunes separately), it's properly done and looks good. It could be successful, but that depends heavily on the new Nokia mobile phone OS. If the OS is not getting any better than the current Symbians, Ovi will not be a hit.
Assuming that Nokia is giving percentages from the products sold in Ovi to the developers, it could be a decent source of income for them. This depends heavily on the success of the service, so it is not that straightforward. With the Qt coming, there are some promising possibilities here.
When considering the mobile platform markets the development of Ovi does not change Nokia's position that significantly. As we already stated, we feel that the upcoming OS's will play a bigger part in the game. Apple and Android are currently dominating the software download scene, but now that Nokia has a decent service set up, things might change. The competition status stays the same: three major operating systems on mobile platforms.
In our opinion the purchase of Navteq was a good thing. Even though they could not make proper profits with it, the offering of the service for free is a significant improvement for the Ovi service (Apple offers the maps for free but without navigation). This could be one of the factors helping Nokia in the business.
In overall
Ovi looks nice, the offering is wide enough, it's well made and there are a lot of possibilities with it. Only problem is, that it's targeted currently to the Symbian OS on Nokia phones, which are not getting praise from the users and are losing market share to the competition. Nokia's choices in the near future will determine greatly the success of Ovi.
The service as an idea is good: it has combined several functions into one service (Apple used to have App store and iTunes separately), it's properly done and looks good. It could be successful, but that depends heavily on the new Nokia mobile phone OS. If the OS is not getting any better than the current Symbians, Ovi will not be a hit.
Assuming that Nokia is giving percentages from the products sold in Ovi to the developers, it could be a decent source of income for them. This depends heavily on the success of the service, so it is not that straightforward. With the Qt coming, there are some promising possibilities here.
When considering the mobile platform markets the development of Ovi does not change Nokia's position that significantly. As we already stated, we feel that the upcoming OS's will play a bigger part in the game. Apple and Android are currently dominating the software download scene, but now that Nokia has a decent service set up, things might change. The competition status stays the same: three major operating systems on mobile platforms.
In our opinion the purchase of Navteq was a good thing. Even though they could not make proper profits with it, the offering of the service for free is a significant improvement for the Ovi service (Apple offers the maps for free but without navigation). This could be one of the factors helping Nokia in the business.
In overall
Ovi looks nice, the offering is wide enough, it's well made and there are a lot of possibilities with it. Only problem is, that it's targeted currently to the Symbian OS on Nokia phones, which are not getting praise from the users and are losing market share to the competition. Nokia's choices in the near future will determine greatly the success of Ovi.
keskiviikko 6. lokakuuta 2010
Weekly task three: Advertisement campaign
We selected Puolenkuun Pelit as our company. Puolenkuunpelit has currently three gaming shops in Finland, one each in Mikkeli, Kouvola and Lahti. They offer all of their game selection and accessories online also, so the customer base is in fact the whole of Finland.
We defined our target market to be primarily Finnish speaking males from the age of 13 to 40, but we expect the customers to be mainly between 17 and 25. This comes from practical experience of people who actually play video and roleplaying games. We decided to use only Google Adwords for this campaign, but we could have searched for gaming community websites and asked directly from them for banner space etc.
The target area is only Finland and user languages can be Finnish, English and Swedish. We decided to do this, since some Finns do not use only Finnish websites or Finnish version of Google (browser default language English, for example), so we are trying to reach as many Finns as possible. Our ad text is the following:
Puolenkuun Pelit
Verkkopelikauppaa luotettavasti!
Laaja valikoima ja nopea toimitus.
www.puolenkuunpelit.com
We chose the following keywords: peli, verkkokauppa, playstation, ps, xbox, nintendo, wii, psp, nds, ds, pc, ohjain, uutuus, ennakkotilaus, lautapeli, roolipeli. We would follow weekly the hits on these keywords and also think of new ones. If the old ones would be costly (only a few click per word), we'd drop them out and/or add new ones.
We decided that we would spend 10 euros per day as our budget. We thought that a ratio of 10 would be good; if we get 100 euros daily through these advertisements, we're satisfied. If the ratio would drop down to 10 euros spent, 20 earned, we would check our keywords again. In a situation vice versa we would be just happy. If business would be doing good and it would look like that we could do even more business through the internet service, we could raise the daily budget.
Analyzing the success of the campaign would be quite easy: follow up how much we sell items online, check the Adwords database on how much clicks per day we have and then compare this information. If it would seem that we don't get any clicks through the service, we would re-plan it (starting from keywords) and re-consider other options (banner ads in different places etc).
We defined our target market to be primarily Finnish speaking males from the age of 13 to 40, but we expect the customers to be mainly between 17 and 25. This comes from practical experience of people who actually play video and roleplaying games. We decided to use only Google Adwords for this campaign, but we could have searched for gaming community websites and asked directly from them for banner space etc.
The target area is only Finland and user languages can be Finnish, English and Swedish. We decided to do this, since some Finns do not use only Finnish websites or Finnish version of Google (browser default language English, for example), so we are trying to reach as many Finns as possible. Our ad text is the following:
Puolenkuun Pelit
Verkkopelikauppaa luotettavasti!
Laaja valikoima ja nopea toimitus.
www.puolenkuunpelit.com
We chose the following keywords: peli, verkkokauppa, playstation, ps, xbox, nintendo, wii, psp, nds, ds, pc, ohjain, uutuus, ennakkotilaus, lautapeli, roolipeli. We would follow weekly the hits on these keywords and also think of new ones. If the old ones would be costly (only a few click per word), we'd drop them out and/or add new ones.
We decided that we would spend 10 euros per day as our budget. We thought that a ratio of 10 would be good; if we get 100 euros daily through these advertisements, we're satisfied. If the ratio would drop down to 10 euros spent, 20 earned, we would check our keywords again. In a situation vice versa we would be just happy. If business would be doing good and it would look like that we could do even more business through the internet service, we could raise the daily budget.
Analyzing the success of the campaign would be quite easy: follow up how much we sell items online, check the Adwords database on how much clicks per day we have and then compare this information. If it would seem that we don't get any clicks through the service, we would re-plan it (starting from keywords) and re-consider other options (banner ads in different places etc).
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