Adverising campaign analysis
Marketingo analizė. Description. Media mix. Digital media. Media convergence/User-generated content. Media, science and branding. Lexical choices and semiotics. Conclusion. Reference list. Bibliography. Links.
Nowadays digital media is an integral part of everyday life. Therefore, the campaign has an official website where you can find not only all about the project, but also you can experience the mission using interactive navigation bar. This strategy is called “user-generated convergence” which will be elaborated in this essay later on.
At the moment, there are plenty of pictures and videos from the event, which are accessible through the internet. However, it is hard to tell what part in this project took the traditional media, as the main focus was new media presence. As F. J. Perez-Latre argues in “Advertising fragmentation: the beginning of a new paradigm” (2009, p.36) nowadays potential customers are controlling the way of how, where and when the media will deliver information. Therefore, the paradigm shift of traditional media transformation to digital media is quite clear.