Commandments of Cross Media Marketing
Cross media marketing programs are difficult to advertise; therefore, Damien Marchi, who was involved in the second season of Big Brother in France, created eight commandments to cross-media marketing success.
- Give users access to exclusive content not seen on television. During a TV or movie production usually more material is shot than can be shown. Users like this unused content exclusively, for example on the Internet, through a club.
- Interact with the show- Give the power to the audience. Involve the audience by having them vote, ask questions and by polling them
- Make the show even more known. Use besides television the other media to keep the users in touch with the show.
- Increases users’ loyalty. Loyalty of fans can be stimulated by a fan club and viral games.
- Recreate the atmosphere. Levy the atmosphere of the TV show to another medium.
- Continue the show on the web. Use the TV show to drive the other devices
- Enhance the watching experience. Stimulate simultaneous use of media (browse the Internet when watching TV for example).
- Use multiple devices. A multi-device system built around a TV show allows channel to increase the number of revenue streams.
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