From the “How To Create Awareness Today and Now” department, today’s news bulletins point to 2 unrelated stories aka case studies from New York Times reporter Andrew Adam Newman [Building Suspsene on Twitter for A Television Show About the Mob] and WSJ’s Farhad Manjoo’s piece “Why Everyone Will Totally Read This…”
Before you click on either of above, the take-away is that both articles coincidentally profile “this week’s weapon of choice” for today’s “Awareness Creators.”Both also profile derivative forms of what this blogger suggests is a time-proven, “before-there-were-neuroscientists” narrative/story telling approach.
Tag-lines are out; in-vogue are tactics that leverage multiple mediums (traditional, new, digital and social media) and deliver “short-burst” messages over a series of days (i.e. single frames from a film clip, using Twitter to link to upcoming scripts of a widely-promoted TV show (i.e.AMC’s upcoming “Mob City”), or a series of 15 second video vignettes that are ‘episodes’ that tell a story that subliminally promotes a brand
Regardless of the specific weapon of choice, the objective is to assault the target audience with a string of increasingly intriguing (short!) messages such that each subsequent ‘hit’ leads to increasing degrees of recall and resonance..such that your audience, desperate to know “what’s next” proactively seeks you out. That folks is a Holy Grail for the current Madmen Generation.