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The mediums work well together. I'm a firm believer in using all mediums to the best
of your ability, no matter how many people you have online, you're still gonna have people
out there that want to see something on TV or hear something on the radio or read something
in the paper. It’s more important in my mind to understand your audience, understand
what your message is, and what tools are your audience using. For example, if we have the
higher percentage of people on Facebook are say, in Canada, it’s women in an older age
group, well, you're gonna craft your message so that you're engaging those people. So segmenting
your audience and using the tool that’s most appropriate to reach out to them. One
of the ways that we saw the marriage of the traditional with online medium in the campaign
was that we started with a very simple tool.
It was a DVD that we targeted to give out at events. And what was on the DVD was all
kinds of pieces of objects. Video, photographs, imagery, all kinds of little snippets. And
we purposely had events and gave out these DVDs so that youth could create mash-ups in
a remembrance theme, post them to our site, and get out on their own social media outlets
and post their pictures and videos and sentiments. So there’s how you see the traditional medium.
It started with something that you held, a DVD, and then moved into an online message
at the same time as we had a campaign on TV.