US Creative Media - Release Campaign
I wanted my campaign to answer the subverse and underground aesthetic the brief asked for, with that in mind I came up with the idea of an imaginary hacking group ‘us’ and the strapline ‘surrender to us’.
WEEK ONE
Hoax:
The campaign would kick off with a hoax news report explaining that the University had recieved a video from a ‘creative’ group named 'us' threatening to take control of the University’s network. The logo and strapline would feature heavily in the broadcast, that would appear only on all university screens, so that the next part of the campaign will work.
An email would also be sent to students explaining that they should report anything suspicious to their course’s facebook group.
The campaign is intentionally controversial in a bid to reach the target audience, who are over saturated with media campaigns.
WEEK TWO
Stickers and Tags:
After the hoax news report stickers and tags would start to appear in an arround Media City, in places students are likely to go, for example, stickers on tram seats and jet washed tags on pavements outside food places.
Week two glitch:
A short glitch would begin to interupt the regular programming on the University’s screens. This is purposely disruptive to grab attention and get people to report to their course’s social media page along with images of the stickers and tags.
They would be played randomly as though someone was trying to gain access to the network.
WIFI glitch:
As well as the on screen glitches a short glitch will take play whenever someone logs onto the wifi. This should definitely encourage people to report.
WEEK THREE:
Countdown:
On the third week a two week contdown will begin and the launch date will be released. The stickers and tags will continue throughout the campaign but now posters will also come into play.
Posters:
I designed posters with an underground club like feel that I thought would relate to the target audience, they wouldn't give away too much as they are meant to build anticipation. I did want them to hint at the media theme of the channel so I used glitched images of Media City that I created by changing the text of the jpeg file through Textedit.
They would be placed around Media City in a fly poster fashion as though they had been placed illegally.
Countdown glitch:
The glitches will also continue but this time more frequent and they will show the amount of days left until the launch date.
WEEK THREE
Countdown continued:
In the forth week the two week posters will be taken down and replaced with new one week posters. Again the tags and stickers will remain continuous.
Launch day glitch:
The countdown glitch will continue until the launch day, on which all screens within the University, including computers on the wifi network, will be taken over for a 10 second countdown.
At the end of the countdown people will be redirected to the US site or on screen a movie navigating the site will be shown.
POST CAMPAIGN:
After the launch day a new post campaign poster will be launched with the address of the US site.
